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...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2019-01-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | http://dx.doi.org/10.1080/23311975.2019.1673640 |