The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness
dc.contributor.author | Rageh, Ahmed | |
dc.date.accessioned | 2018-02-06T06:16:23Z | |
dc.date.available | 2018-02-06T06:16:23Z | |
dc.date.created | 2018-02-06T05:50:01Z | |
dc.date.issued | 2017 | |
dc.identifier.citation | Rageh, A. 2017. The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics. 29 (1): pp. 129-144. | |
dc.identifier.uri | http://hdl.handle.net/20.500.11937/63277 | |
dc.identifier.doi | 10.1108/APJML-10-2015-0154 | |
dc.description.abstract |
© 2017, © Emerald Publishing Limited. 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. | |
dc.publisher | Emerald Group Publishing | |
dc.title | The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness | |
dc.type | Journal Article | |
dcterms.source.volume | 29 | |
dcterms.source.number | 1 | |
dcterms.source.startPage | 129 | |
dcterms.source.endPage | 144 | |
dcterms.source.issn | 1355-5855 | |
dcterms.source.title | Asia Pacific Journal of Marketing and Logistics | |
curtin.department | CBS International | |
curtin.accessStatus | Fulltext not available |
Files in this item
Files | Size | Format | View |
---|---|---|---|
There are no files associated with this item. |