Increasing the demand for college provides financial benefits for private universities to
survive amid intense competition. The ability to increase interest in college, especially for …

The influence of perceived social media marketing elements on consumer–brand engagement
and brand knowledge | Emerald Insight Books and journals Case studies Expert Briefings …

The main purpose of this paper was to explore the effect of social media marketing activities
(SMMAs) on brand equity (BEQ) through a moderated mediation analysis of brand …

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

Despite promising conceptual developments in value co-creation and consumer-brand
engagement (CBE), the scholarly attention afforded to the importance of social media …

Consumer buying behavior is an important aspect in every marketing strategy to produce
maximum output from the market. This study aims to determine how advertisement affects …

The purpose of this study is to analyze the influence of social media marketing on e-
commerce customer satisfaction and loyalty. This study provides insight into the importance …

Driving consumer–brand engagement and co-creation by brand interactivity | Emerald Insight
Books and journals Case studies Expert Briefings Open Access Publish with us Advanced …

Purpose This study aims to examine the impact of social media marketing (SMM) efforts,
including entertainment, customisation, interaction and trendiness via WeChat, on …

The main objective of the current study is to investigate the impact of social media marketing
communication on the consumer response to University in UAE during COVID-19. In …