Dynamics of social media involvement in building customer engagement and co-creation behavior : the moderating role of brand interactivity
Mir Shahid Satar, Raouf Ahmad Rather, Shadma Shahid, Jamid Ul Islam, Shakir Hussain Parrey, and Imran Khan
| Year of publication: |
2024
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|---|---|
| Authors: | Satar, Mir Shahid ; Rather, Raouf Ahmad ; Shahid, Shadma ; Ul Islam, Jamid ; Parrey, Shakir Hussain ; Khan, Imran |
| Published in: |
Asia Pacific journal of marketing and logistics. - [Erscheinungsort nicht ermittelbar] : Proquest, ISSN 1758-4248, ZDB-ID 2037486-0. - Vol. 36.2024, 10, p. 2237-2258
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| Subject: | Behavioral intentions | Brand interactivity | Co-creation behavior | Customer-brand engagement | Self-brand congruence | Social media involvement | Social Web | Social web | Kundenintegration | Customer integration | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Online-Marketing | Internet marketing | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/APJML-08-2023-0754 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015210753