Sažetak This study advances research on social media marketing activities (SMMA) and
brand trust by empirically exploring their relationships with brand loyalty, and purchase …

Integrating several streams of theoretical reasoning such as social identity theory and
customer engagement theory, this study examines the relationship between consumer …

Purpose This study aims at identifying and examining the mediating role of customer
engagement behavior and social interactivity onbrand loyalty. Design/methodology …

ASIAN JOURNAL OF MANAGEMENT RESEARCH Role of social media marketing to enhance
CRM and brand equity in terms of purchase intenti Page 1 ASIAN JOURNAL OF MANAGEMENT …

Despite the increasing use of social media sites to engage consumers, the consumer brand
engagement construct is still in its infancy. This study aims to contribute to existing social …

Purpose The purpose of this paper is to deepen the understanding on social media brand
engagement (SMBE) practices by exploring the impact of consumer brand knowledge …

Purpose This study aims to propose and test a research model outlining the chain effects of
social media marketing activities (SMMA) on brand equity, encompassing the potential …

This research aims to investigate the impact of social media marketing activities (SMMa) on
brand loyalty directly and through mediating variables community engagement and …

Purpose The purpose of this study is to identify the customer perceptions of social media
brand post characteristics that drive consumer engagement with the brand post …

Customer engagement (CE) is critical for firms to cultivate and improve customer brand
experience in the customer journey. However, few studies are available on the effects of …