The Impact of Social Media Marketing on Brand Community Membership: A Higher Education Perspective of University Students’ Experiences in Kuwait
Consumer identification with brands has received extensive attention in the fields of consumer behavior and psychology. Such consumer-brand identification is conceptualized through the term “brand community”. A brand community is formed when a group of consumers express their interest towards and co...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2023-03-01
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| Series: | Proceedings |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2504-3900/85/1/7 |