How does social media marketing enhance brand loyalty?identifying mediators relevant to the cinema context

• Main Authors: Yee, Wong Foong, Seng, Kaixin, Lim, Xin Jean, Rathakrishnan, Thanuja
• Format: Article
• Published: Palgrave Macmillan 2021
• Online Access: http://psasir.upm.edu.my/id/eprint/101726/; https://link.springer.com/article/10.1057/s41270-021-00110-1

Social media has created a new norm for organizations to engage with their consumers and expand their businesses. In view of this, brand loyalty as an outcome of social media marketing has been acknowledged as a central theme in building long-term consumer relationships. This study focuses on this i...