Social media marketing and brand loyalty: exploring interrelationships through symmetrical and asymmetrical modeling
Purpose – This study aims to examine the interrelationships between social media marketing activities, self-brand connections, brand equity, trust and loyalty. Design/methodology/approach – A total of 402 valid responses were collected from Amazon MTurk, and the data were subjected to partial least...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing
2025-01-01
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| Series: | Spanish Journal of Marketing-ESIC |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/SJME-08-2023-0219/full/pdf |
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