The effect of social media marketing on brand trust, brand equity and brand loyalty
This study aims to determine the effect of social media marketing activities on brand trust,
brand equity and brand loyalty in social media. The study uses the Structural Equation …
brand equity and brand loyalty in social media. The study uses the Structural Equation …
Social and environmental sustainability model on consumers' altruism, green purchase intention, green brand loyalty and evangelism
Across the globe, the awareness for environmental degradation and its harmful effects is
rapidly growing. The whole world has come together to work in the direction to protect the …
rapidly growing. The whole world has come together to work in the direction to protect the …
Influence of parasocial relationship between digital celebrities and their followers on followers' purchase and electronic word-of-mouth intentions, and persuasion …
K Hwang, Q Zhang - Computers in human behavior, 2018 - Elsevier
Marketers recognize digital celebrities' advertising power and effectiveness, making them
influential models of social media advertising. The concept of parasocial relationships may …
influential models of social media advertising. The concept of parasocial relationships may …
Perceived corporate social responsibility's impact on the well-being and supportive green behaviors of hotel employees: The mediating role of the employee-corporate …
L Su, SR Swanson - Tourism management, 2019 - Elsevier
The study explores the influence of perceived corporate social responsibility on the
employee-corporate relationship (organizational trust, organizational identification) and …
employee-corporate relationship (organizational trust, organizational identification) and …
On the relationship between brand scandal and consumer attitudes: A literature review and research agenda
S Kapoor, S Banerjee - International Journal of Consumer …, 2021 - Wiley Online Library
A brand scandal impacts not just the brand, but also different stakeholders in the society.
However, there is not enough literature in the domain of brand scandals and consumers' …
However, there is not enough literature in the domain of brand scandals and consumers' …
Shaping customer brand loyalty during the pandemic: The role of brand credibility, value congruence, experience, identification, and engagement
RA Rather, LD Hollebeek, T Vo‐Thanh… - Journal of Consumer …, 2022 - Wiley Online Library
While insight into consumer brand engagement, experience, and identification is rapidly
developing, little remains known regarding the association of these, and related, concepts …
developing, little remains known regarding the association of these, and related, concepts …
Social media celebrities and new world order. What drives purchasing behavior among social media followers?
Social media celebrities (SMCs) and social media platforms (SMPs) have become
indispensable in today's business and marketing settings. Drawing on the celebrity influence …
indispensable in today's business and marketing settings. Drawing on the celebrity influence …
Fake news, real problems for brands: The impact of content truthfulness and source credibility on consumers' behavioral intentions toward the advertised brands
The presence of fake news via Internet media compels researchers and practitioners to
understand the consequences of this phenomenon on marketing activities. Surprisingly, no …
understand the consequences of this phenomenon on marketing activities. Surprisingly, no …
I trust what she's# endorsing on Instagram: moderating effects of parasocial interaction and social presence in fashion influencer marketing
Purpose Social media campaigns by fashion brands typically rely on two types of accounts:
official brands' accounts and social media influencers' accounts. The current study …
official brands' accounts and social media influencers' accounts. The current study …
[PDF][PDF] Brand trust and brand loyalty: A moderation and mediation perspective
This study aims to empirically test the effect of brand trust on brand commitment and brand
loyalty while examining the mediating and moderating roles of brand commitment and brand …
loyalty while examining the mediating and moderating roles of brand commitment and brand …