Exploring Luxury Brand Engagement In Developing Country: The Role Of Social Media Consumer Involvement
This study learns the antecedents and consequences of consumer brand engagement in the Instagram account of luxury fashion brands. Customer involvement is the antecedent of consumer brand engagement, and the effects were in two variables, i.e., self-brand connection and brand usage intention. Consum...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
EDP Sciences
2024-01-01
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| Series: | E3S Web of Conferences |
| Online Access: | https://www.e3s-conferences.org/articles/e3sconf/pdf/2024/101/e3sconf_icomse2024_02006.pdf |