How does social media marketing enhance brand loyalty?identifying mediators relevant to the cinema context
Social media has created a new norm for organizations to engage with their consumers and expand their businesses. In view of this, brand loyalty as an outcome of social media marketing has been acknowledged as a central theme in building long-term consumer relationships. This study focuses on this i...
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| Main Authors: | , , , |
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| Format: | Article |
| Published: |
Palgrave Macmillan
2021
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| Online Access: | http://psasir.upm.edu.my/id/eprint/101726/ https://link.springer.com/article/10.1057/s41270-021-00110-1 |
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| Institution: | Universiti Putra Malaysia |