Facebook group engagement, brand preference, and brand community: A moderated mediation analysis of smartphones
This research aims to investigate the mediating effect of Facebook group engagement (FGE) in smartphone brand preference (BP) and brand community (BC). The extended self-congruity model was used in this study, which was operationalized by identifying self-congruity (SC), functional congruity (FC), b...
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| Format: | text |
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Animo Repository
2020
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| Online Access: | https://animorepository.dlsu.edu.ph/faculty_research/9541 |
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| Institution: | De La Salle University |