Assessing validity and internal consistency of the social media marketing communication measurement scales

• Main Authors: Raji, Ridwan Adetunji, Mohd Rashid, Sabrina, Ishak, Mohd Sobhi
• 格式: Article
• 語言: English
• 出版: Universiti Kebangsaan Malaysia 2017
• 主題: HD28 Management. Industrial Management
• 在線閱讀: http://repo.uum.edu.my/24288/1/JSSH%203%202017%201%2044.pdf; http://repo.uum.edu.my/24288/; http://doi.org/10.1109/ICSITech.2017.8257076

Social media platforms are increasingly becoming important channels for disseminating effective and interactive brand-related communications between brand managers and consumers.Previous researchers have categorized social media brand-related contents into Firm-Created Contents (FCC) and User-Genera...