Social media interaction, brand engagement, brand awareness, and brand image of a traditional Chinese pastry shop during the COVID-19 pandemic.

• Main Authors: Thoo, Ai Chin, Yap, Kai Ying, Hang, See Pheng, Huam, Hon Tat
• Format: Article
• Language: English
• Published: Academy of Taiwan Information Systems Research 2023
• Subjects: HD28 Management. Industrial Management
• Online Access: http://eprints.utm.my/105611/1/AiChinThoo2023_SocialMediaInteractionBrandEngagementBrandAwareness.pdf; http://eprints.utm.my/105611/; http://dx.doi.org/10.7903/ijecs.2125

The coronavirus disease 2019 (COVID-19) pandemic has exerted a wide range of effects on electronic (e)-commerce and technology and even forced some retail stores to cease operations. The e-commerce and online retail application use increased significantly during the pandemic. This trend prompted soc...