Purpose This study explores some central questions related to the connections between
social media marketing efforts (SMMEs) and brand loyalty by seeking to understand the …

Purpose This study explores central questions related to the connections between brand
interactivity and involvement on brand-related outcomes (brand trust and loyalty) through …

Recent research on Social Media Marketing Activities (SMMA) in the airline industry
emphasizes on areas of brand equity, but some research has looked into the function of …

Considering the increased interest in the role that a brand's social media marketing activities
(SMMA) play in providing better experiences, the current study examines associations …

Purpose The purpose of this paper is twofold: first, to explain whether consumer
engagement in social media brand communities (SMBCs) motivates consumer brand …

The main purpose of this study is to examine the antecedents of brand loyalty in the context
of fast fashion industry. This study also highlights the role of social media (SM) marketing on …

The present study aims to examine the influence of perceived social media marketing
activities (SMMAs) on the consumer‐based brand equity and brand love and to analyze the …

Purpose The purpose of this paper is to investigate the impact of social media marketing
activities on brand loyalty, value consciousness and brand consciousness …

This study analyzes the effects of social media marketing activities (SMMAs) on brand equity
and customer response in the airline industry. A survey was conducted with a total of 302 …

The current research is concerned with identifying and testing the role of three main
predictors: consumer involvement, consumer participation, and self-expressive brand on the …