Expanding the oil and gas sector of Indonesia through better marketing performance: Analysing the role of online engagement, interactivity and brand attachment
The present study attempts to examine the role of online engagement and online interactivity
in improving the marketing performance of the Indonesian oil and gas sector. Along with the
direct relationships, the mediating role of brand attachment is also investigated. The primary
data has been drawn from a sample size of 294. To examine the impact of incorporated
variables on marketing performance, Confirmatory factors analysis and the Structural
equation modelling approach is incorporated in the study. Several tests were applied …
in improving the marketing performance of the Indonesian oil and gas sector. Along with the
direct relationships, the mediating role of brand attachment is also investigated. The primary
data has been drawn from a sample size of 294. To examine the impact of incorporated
variables on marketing performance, Confirmatory factors analysis and the Structural
equation modelling approach is incorporated in the study. Several tests were applied …
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