The Impact of Social Media Marketing on Brand Community Membership: A Higher Education Perspective of University Students’ Experiences in Kuwait

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...

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Detalles Bibliográficos
Main Authors: Doha Saleh Almutawaa, Alper Erturk, Vladimir Simovic, Fatima AlLougman, Hamad AlWazzan
Formato: Artigo
Idioma:English
Publicado: MDPI AG 2023-03-01
Series:Proceedings
Subjects:
identity
brand community
social media
higher education institutions
Acceso en liña:https://www.mdpi.com/2504-3900/85/1/7

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