Results 1 to 10 of about 416,605 (304)
Effect of Social Media Marketing on Customer Engagement and its Impact on Brand Loyalty in Caring Colours Cosmetics, Martha Tilaar [PDF]
Binus Business Review, 2016 The purpose of this research was to determine the influence of social media marketing against customer engagement and its impact on brand loyalty. Methods applied is a quantitative method by distributing questionnaire to 100 customers.
Brian Garda Muchardie +2 more
doaj +3 more sources
Communicating brands through engagement with ‘lived’ experiences [PDF]
Journal of Brand Management, 2006 As the recent years saw the rapidly decreasing effectiveness of traditional brand communications, event-marketing has emerged as a new breed of communication strategy, which involves target audiences as active participants on a behavioural level. By using a participatory case study method, this paper demonstrates the nature, scope and benefits of event-
Whelan, Susan, Wohlfeil, Markus
openaire +5 more sources
Digital Influencers: Shaping Our Brand Choices and Purchase Intentions? A Moderation by Gender Perspective [PDF]
E3S Web of Conferences, 2023 This study evaluates the efficacy of digital influencers in brand endorsement through electronic Word-of-Mouth (eWOM). It probes the influence of perceived influence, brand engagement, and expected brand value on purchase intention and the potential ...
Matroji Fajar Juanda +3 more
doaj +1 more source
Linking brand engagement to customer-based brand equity and role of brand experience, brand personality, and brand affect: A case of automobile market of Pakistan [PDF]
Management Science Letters, 2020 Brand engagement is relatively a new concept in marketing. The objective of this research study is to unearth the relationship between brand engagement and customer-based brand eq-uity drivers; brand personality, brand experience, and brand affect.
Kashif Farhat +2 more
doaj +1 more source
The Antecedents of Facebook Brand Page Engagement in Public Relations [PDF]
MATEC Web of Conferences, 2023 Social media has increased the integration of marketing and PR. Consequently, due to this transition, businesses increasingly value customer relations above transactional marketing through social media brand pages communication.
Morshed Ahmed Fahim +2 more
doaj +1 more source
ANALISA LOYALITAS GENERASI Z TERHADAP PILIHAN SKINCARE
Jurnal Ilmiah Bisnis dan Ekonomi Asia, 2023 Penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh brand satisfaction dan customer engagement terhadap brand loyalty melalui brand attitude, brand attachment dan customer trust.
Alifia Lisda Zetty Aqmi +1 more
doaj +1 more source
Frontiers in Psychology, 2021 Enterprises often post branded content on social media and adopt a proactive response approach to improve digital customer engagement to gain a competitive advantage.
Yuying Liu +3 more
doaj +1 more source
Tržište, 2020 Purpose – The study aims to theoretically establish brand personality, brand experience, brand attributes, and brand affect as antecedents of brand engagement.
Kashif Farhat +2 more
doaj +1 more source
Behavioral Sciences, 2022 The present study’s objective is to investigate the influence of active and passive social media brand page engagement on eWOM, via self-brand connection.
Ovidiu-Ioan Moisescu +2 more
doaj +1 more source
JPBM (Jurnal Pendidikan Bisnis dan Manajemen), 2023 This study focuses on determining the impact of customer variety-seeking on brand switching intention by exploring the mediation role of customer engagement in streaming services in Indonesia.
Lysandra Priscilla, Popy Rufaidah
doaj +1 more source