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Articles (229)

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1-10 of 229 results for Social media marketing activities

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Select article: Social Media Marketing Activities,Brand Community Engagement and Brand Loyalty: Modelling the Role  of Self-brand Congruency with Moderated Mediation Approach

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Research article

First published 2024

Social Media Marketing Activities,Brand Community Engagement and Brand Loyalty: Modelling the Role  of Self-brand Congruency with Moderated Mediation Approach

Shubhi Changani, Rakesh Kumar

Global Business Review

Select article: Delineating the Effects of Social Media Marketing Activities on Generation Z Travel Behaviors

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Research article

First published 2023-5

Delineating the Effects of Social Media Marketing Activities on Generation Z Travel Behaviors

Juan Liu, Chaohui Wang, Tingting (Christina) Zhang [...]

Journal of Travel Research

Select article: Investigating the Impact of Social Media Marketing on Intention to Follow Advice: The Mediating Role of Active Participation and Benevolence Trust

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Research article

First published 2024-10

Investigating the Impact of Social Media Marketing on Intention to Follow Advice: The Mediating Role of Active Participation and Benevolence Trust

Blend Ibrahim, Ahmad Aljarah, Joe Hazzam [...]

FIIB Business Review

Select article: Do Social Media Marketing Activities Help Create Masstige Brand Value of Fashion Brands Among Upper-middle-class Working Women

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Research article

First published 2026

Do Social Media Marketing Activities Help Create Masstige Brand Value of Fashion Brands Among Upper-middle-class Working Women

Mallika Srivastava, Mudita Sinha

IIM Kozhikode Society & Management Review

Select article: Investigating the Roles of Word of Mouth and Brand Image Between Social Media Marketing Activities and Brand Equity

Open access

Research article

First published 2024-1

Investigating the Roles of Word of Mouth and Brand Image Between Social Media Marketing Activities and Brand Equity

Ling Peng, Ifraz Adeel, Arslan Ayub [...]

Sage Open

Select article: Sustainable Customer Retention: A Study on Social Media Marketing Activities,Brand Equity and Smartphone Purchase Intention among Generation Y

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Research article

First published 2022

Sustainable Customer Retention: A Study on Social Media Marketing Activities,Brand Equity and Smartphone Purchase Intention among Generation Y

Noorshella Binti Che Nawi, Abdullah Al Mamun, Naeem Hayat [...]

Vision: The Journal of Business Perspective

Select article: Social media marketing activities in the Indian airlines: Brand equity and electronic word of mouth

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Research article

First published 2025-10

Social media marketing activities in the Indian airlines: Brand equity and electronic word of mouth

Mohammad Furqan Khan, Faseeh Amin, Anisa Jan [...]

Tourism and Hospitality Research

Select article: Transforming Customer Experience Through Social Media Marketing and Gamification: A Pathway to Engagement and Value Co-creation

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Research article

First published 2026

Transforming Customer Experience Through Social Media Marketing and Gamification: A Pathway to Engagement and Value Co-creation

Shubhi Changani, Rakesh Kumar

Global Business Review

Select article: Measuring and Managing Consumer Sentiment in an Online Community Environment

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Research article

First published 2015-10

Measuring and Managing Consumer Sentiment in an Online Community Environment

Christian Homburg, Laura Ehm, Martin Artz

Journal of Marketing Research

Select article: Engaging Students With Social Media

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Research article

First published 2015-12

Engaging Students With Social Media

Anjali S. Bal, Dhruv Grewal, Adam Mills [...]

Journal of Marketing Education

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