The impact of social media on consumer-brand loyalty: A mediating role of online based-brand community
This paper aims at examining the mediating role of online based-brand community (OBBC) through social media platforms (SMP) given the interplay of consumers’ purchasing attitude in a virtual space. To do this, an online survey was used to gauge the views of online consumers so as to establish the re...
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| Main Authors: | , , , |
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| Format: | article |
| Language: | EN |
| Published: |
Taylor & Francis Group
2019
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| Subjects: | |
| Online Access: | https://doaj.org/article/a38d71e4e6b5450f8256d24659cef425 |
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