Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis

This study analyzes the influence of apparel/clothing brand social media marketing activities (SMMAs) on brand equity and customer response in Pakistan. First, the current SMMAs are examined; then, we propose new attributes, i.e., fundamental social media marketing activities (FSMMAs) and sophistica...

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Veröffentlicht in:	Sustainability 2019-10, Vol.11 (19), p.5167
Hauptverfasser:	Khan, Zobi, Yang, Yongzhong, Shafi, Mohsin, Yang, Ruo
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand image Brand loyalty Customers Digital media Factor analysis Marketing Social networks Studies
Online-Zugang:	Volltext
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