Effect of digital brand experience on luxury fashion brand authenticity, attachment and loyalty
Purpose: The visual storytelling feature of Instagram provides luxury fashion brands with an appropriate platform to enhance their online presence and identity to build a greater connection with their audiences. This paper aims to examine how digital brand experiences on social media influence perce...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
AOSIS
2023-08-01
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| Series: | South African Journal of Business Management |
| Subjects: | |
| Online Access: | https://sajbm.org/index.php/sajbm/article/view/3583 |