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 This research aims to investigate the link between social media marketing (SMM)
activities and brand love. It further investigates the mediating impact of self-expressive …

In this era, social media platform is integrated into the marketing strategy. This new
technology sets out new mechanisms and communication tools that companies can rely on …

Social media is constantly changing the brand communication tools in the corporate world
by playing a significant role in how consumers learn, research and share information about …

Building and maintaining brand loyalty are one of the central themes of research for
marketers for a very long time. Marketers have utilized various means to maintain the brand …

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 …

It has been a challenge to map the efficacy of marketing communications in building
stronger brands on social media. Given the paucity of research in this area, the present …

Luxury brands have always been fashion industry leaders, with admirable aesthetic value
and innovative yet traditional business management. The brands constantly struggle to …

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

There is an ongoing debate over the activities of brands and companies in social media.
Some researchers believe social media provide a unique opportunity for brands to foster …