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dc.contributor.authorOnasanya, Yoyinsola Arinola
dc.contributor.supervisorPiyush Sharmaen_US
dc.contributor.supervisorFazlul Rabbaneeen_US
dc.date.accessioned2020-05-14T09:19:29Z
dc.date.available2020-05-14T09:19:29Z
dc.date.issued2019en_US
dc.identifier.urihttp://hdl.handle.net/20.500.11937/79106
dc.description.abstract

This research study explores social media user engagement and its relationship with brand preference. Furthermore, the mediating role of social approval in this relationship and the moderating effect of consumers’ self- brand congruence on the association between social media user engagement and social approval are examined. Using an abductive approach, the hypotheses of this study are tested. The findings provide an insight into how consumers on social media platforms, develop their brand preferences.

en_US
dc.publisherCurtin Universityen_US
dc.titleDoes Social Media User Engagement Impact Brand Preference? Exploring the Interactive Roles of Self-Brand Congruence and Perceived Social Approvalen_US
dc.typeThesisen_US
dcterms.educationLevelMPhilen_US
curtin.departmentSchool of Marketingen_US
curtin.accessStatusOpen accessen_US
curtin.facultyBusiness and Lawen_US


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