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المؤلفFetais, Abdulla H.
المؤلفAlgharabat, Raed S.
المؤلفAljafari, Abdullah
المؤلفRana, Nripendra P.
تاريخ الإتاحة2023-05-18T07:13:40Z
تاريخ النشر2023-04-01
اسم المنشورInformation Systems Frontiers
المعرّفhttp://dx.doi.org/10.1007/s10796-022-10264-7
الاقتباسFetais, A. H., Algharabat, R. S., Aljafari, A., & Rana, N. P. (2023). Do social media marketing activities improve brand loyalty? An empirical study on luxury fashion brands. Information Systems Frontiers, 25(2), 795-817.‏
الرقم المعياري الدولي للكتاب13873326
معرّف المصادر الموحدhttps://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85125958922&origin=inward
معرّف المصادر الموحدhttp://hdl.handle.net/10576/42870
الملخصThis 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 theories including lovemark theory, engagement theory and brand equity theory. As a result, this research investigates the impact of SMMa, community engagement, and lovemark on brand loyalty. Using an online survey, we collected data from 464 female participants who are following luxury fashion brands on major social networking sites including Facebook, Instagram, Snapchat, and Twitter. Results using PLS revealed that SMMa positively influences community engagement and lovemark. Moreover, we find positive relationships between community engagement, lovemark and brand loyalty. However, we find that SMMa has no direct influence on brand loyalty.
اللغةen
الناشرspringer link
الموضوعBrand loyalty
Community engagement
Fashion brands
Lovemark
Qatar
Social media
العنوانDo Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands
النوعArticle
الصفحات795-817
رقم العدد2
رقم المجلد25
dc.accessType Abstract Only


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