Show simple item record

dc.contributor.authorRageh, Ahmed
dc.date.accessioned2018-02-06T06:16:23Z
dc.date.available2018-02-06T06:16:23Z
dc.date.created2018-02-06T05:50:01Z
dc.date.issued2017
dc.identifier.citationRageh, 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.urihttp://hdl.handle.net/20.500.11937/63277
dc.identifier.doi10.1108/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.publisherEmerald Group Publishing
dc.titleThe influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness
dc.typeJournal Article
dcterms.source.volume29
dcterms.source.number1
dcterms.source.startPage129
dcterms.source.endPage144
dcterms.source.issn1355-5855
dcterms.source.titleAsia Pacific Journal of Marketing and Logistics
curtin.departmentCBS International
curtin.accessStatusFulltext not available


Files in this item

FilesSizeFormatView

There are no files associated with this item.

This item appears in the following Collection(s)

Show simple item record