INTEREST IN PURCHASING PRODUCTS WITH BRAND CONTENT LOVE AND COMMUNITY ENGAGEMENT ON SOCIAL MEDIA

Objective:  The objective of this study is to examine the influence of brand love, fostered by social media content, on the desire of consumers to engage with brand communities on social media, ultimately leading to purchase intentions.   Method:  The research employed a non-probability random sampl...

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Veröffentlicht in:	International Journal of Professional Business Review 2024-07, Vol.9 (7), p.e04811
Hauptverfasser:	Mandasari, Nur Fitriayu, Nursyamsi, Idayanti, Rakib, Muhammad, Ashdaq, Muhammad
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand Affection Brand Passion Brand Purchase Intention Social Media Community Engagement
Online-Zugang:	Volltext
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