Social Media Marketing Activities, Brand Community Engagement and Brand Loyalty: Modelling the Role of Self-brand Congruency with Moderated Mediation Approach
Published online on April 23, 2024
Abstract
Global Business Review, Ahead of Print.
All regions are experiencing a boom in social media adoption, and marketers are continuously seeking innovative approaches to grow their network of loyal customers through online brand communities. The present study aims to examine how social media ...
All regions are experiencing a boom in social media adoption, and marketers are continuously seeking innovative approaches to grow their network of loyal customers through online brand communities. The present study aims to examine how social media ...