The impact of social media on consumer-brand loyalty: A mediating role of online based-brand community

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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Bibliographic Details
Main Authors: Abdul Bashiru Jibril, Michael Adu Kwarteng, Miloslava Chovancova, Michal Pilik
Format: article
Language:EN
Published: Taylor & Francis Group 2019
Subjects:
social media
online based-brand community
consumer-brand promise
consumer-brand engagement
brand loyalty
Business
HF5001-6182
Management. Industrial management
HD28-70
Online Access:https://doaj.org/article/a38d71e4e6b5450f8256d24659cef425
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Internet

https://doaj.org/article/a38d71e4e6b5450f8256d24659cef425

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