Examining the Role of Social Media Marketing on Brand Love and Its Impact on Brand Centrality: The Study of Local Fashion Brands for the Millennials

Examining the Role of Social Media Marketing on Brand Love and Its Impact on Brand Centrality: The Study of Local Fashion Brands for the Millennials

Purpose: Local fashion brands are an important issue for millennial consumers. To create their love of local fashion brands, social media marketing is necessary.  The study also examines brand love's effects on local fashion brands' centrality. This study also investigates brand love and...

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Bibliographic Details
Main Authors: Iin Mayasari, Handrix Chris Haryanto, Olivia Deliani Hutagaol, Adam Rizky Ramadhan, Iwan Amir
Format: Article
Language:English
Published: Universitas Gadjah Mada 2023-05-01
Series:Journal of Indonesian Economy and Business
Subjects:
social media marketing
brand love
brand centrality
local fashion brands
Online Access:https://journal.ugm.ac.id/v3/jieb/article/view/5364

Internet

https://journal.ugm.ac.id/v3/jieb/article/view/5364

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