Unveiling drivers and brand relationship implications of consumer engagement with social media brand posts

Purpose The purpose of this study is to identify the customer perceptions of social media brand post characteristics that drive consumer engagement with the brand post. Furthermore, this study identifies the customer-brand relationship outcomes resulting from the behavioural engagement on social med...

Full description

Saved in:
Bibliographic Details
Main Authors: Hamzah, Zalfa Laili, Abdul Wahab, Hazwani, Waqas, Muhammad
Format: Article
Published: Emerald Group Publishing Ltd 2021
Subjects:
Online Access:http://eprints.um.edu.my/27234/
Tags: Add Tag
No Tags, Be the first to tag this record!

Similar Items