The Influence of New Media Literacy on Brand Engagement: Mediating Effects of Perceived Interactivity and Openness and the Moderating Effect of Age
The shift toward new media has brought changes to market participants. New media literacy has emerged as a necessary competency for consumers, and brand engagement has become a key goal of brand communication. However, despite the established importance of new media literacy, how it affects percepti...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2025-04-01
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| Series: | Behavioral Sciences |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2076-328X/15/4/458 |
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