Antecedents of brand loyalty using brand personality as a moderator in social media brand communities
The aim of this study is to examine the notion of social media brand communities. Social media is gaining popularity as a brand-building tool. Some researchers consider it as a new way to manage and build relations with customers. The study investigated the benefits of using a social media-based bra...
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| Main Authors: | , , |
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| Format: | Article |
| Published: |
Iran University of Science and Technology
2022
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| Subjects: | |
| Online Access: | http://eprints.utm.my/id/eprint/98721/ http://dx.doi.org/10.22068/ijiepr.33.3.9 |
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