Investigating fan interaction, influencer endorsements, and quality content as determinants of brand loyalty in Malaysian e-Sports / Muhammad Danial ‘Immran ... [et al.]
Social media marketing plays a pivotal role in shaping brand equity, yet its impact within the esports industry remains underexplored. This study examines the relationship between social media marketing and brand equity [1], focusing on Gamesbond Malaysia. Addressing gaps in Malaysian esports resear...
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| Main Authors: | , , , , , |
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| Format: | Book Section |
| Language: | en |
| Published: |
Universiti Teknologi MARA, Negeri Sembilan
2025
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| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/116331/1/116331.pdf https://ir.uitm.edu.my/id/eprint/116331/ |
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