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: | Abdul Bashiru Jibril, Michael Adu Kwarteng, Miloslava Chovancova, Michal Pilik |
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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 |
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