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

• Main Authors: Hamzah, Zalfa Laili, Abdul Wahab, Hazwani, Waqas, Muhammad
• 格式: Article
• 出版: Emerald Group Publishing Ltd 2021
• 主题: HC Economic History and Conditions; Business
• 在线阅读: http://eprints.um.edu.my/27234/

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...