Browsing by Subject "Community engagement"
Now showing items 1-2 of 2
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Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands
( springer link , 2023 , Article)This research aims to investigate the impact of social media marketing activities (SMMa) on brand loyalty directly and through mediating variables community engagement and lovemark. To propose a research model, we used the ... -
Social Commerce in Emerging Markets and its Impact on Online Community Engagement
( Springer , 2020 , Article)This study aims to build on the understanding of social commerce in the emerging markets and how it influences online community engagement. The conceptual model was proposed using theories including the social support ...