Brand engagement in self-concept for influencer marketing: the role of product involvement as a moderator / Chin Jing Xuan ... [et al.]
Despite the rise of influencer marketing in creating brand engagement with customers on social media platforms, there exists limited understanding about the factors that contribute to brand engagement in self-concept (BESC) among social media followers. BESC is instrumental in increasing a brand’s p...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
2023
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| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/81208/1/81208.pdf https://ir.uitm.edu.my/id/eprint/81208/ https://e-ajuitmct.uitm.edu.my/v3/ |
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