Examining the mediating role of social interactivity between customer engagement and brand loyalty
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DOI: 10.1108/apjml-10-2019-0576
Abstract: PurposeThis study aims at identifying and examining the mediating role of customer engagement behavior and social interactivity onbrand loyalty.Design/methodology/approachA correlational study design was adopted in this study to collect data (online survey) from 400 online… read more here.
Keywords: social interactivity; brand loyalty; interactivity; engagement ... See more keywords