The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness
| dc.Affiliation | October University for modern sciences and Arts (MSA) | |
| dc.contributor.author | Rageh Ismail, Ahmed | |
| dc.date.accessioned | 2020-01-18T08:39:49Z | |
| dc.date.available | 2020-01-18T08:39:49Z | |
| dc.date.issued | 2017 | |
| dc.description | MSA Google Scholar | |
| dc.description.abstract | Purpose – The purpose of this paper is to investigate the impact of social media marketing activities on brand loyalty, value consciousness and brand consciousness. Design/methodology/approach – A self-administered questionnaire was developed and administered to a convenience sample of 346 undergraduate students Findings – The findings of this research indicated that social media marketing has a significant effect on brand loyalty; brand consciousness and value consciousness mediate the relationship between social media marketing and brand loyalty. Originality/value – This study confirms the growing importance of social media marketing. It also provides insights for marketers on envisioning brand loyalty. | en_US |
| dc.description.uri | https://www.scimagojr.com/journalsearch.php?q=21100395911&tip=sid&clean=0 | |
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| dc.identifier.doi | https://doi.org/10.1108/APJML-10-2015-0154 | |
| dc.identifier.issn | 1355-5855 | |
| dc.identifier.other | https://doi.org/10.1108/APJML-10-2015-0154 | |
| dc.identifier.uri | https://t.ly/BJNVn | |
| dc.language.iso | en | en_US |
| dc.publisher | Asia Pacific Journal of Marketing and Logistics | en_US |
| dc.relation.ispartofseries | Asia Pacific Journal of Marketing and Logistics;Vol. 29 No. 1, pp. 129-144. | |
| dc.title | The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness | en_US |
| dc.type | Article | en_US |