The mediating role of brand involvement in the social media use-marketing communication effectiveness relationship : a case of selected entertainment smes in Uganda
Andrew Musiime, Lufumbi Mwaipopo
Year of publication: |
2019
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Authors: | Musiime, Andrew ; Mwaipopo, Lufumbi |
Published in: |
Business management review : journal of the University of Dar es Salaam Business School. - Dar es Salaam : University of Dar es Salaam Business School, ISSN 2546-213X, ZDB-ID 2905796-6. - Vol. 22.2019, 2, p. 67-86
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Subject: | Brand Involvement | Social Media | Marketing Communication | Entertainment SMEs | Uganda | KMU | SME | Markenführung | Brand management | Social Web | Social web | Online-Marketing | Internet marketing | Marketingmanagement | Marketing management | Beziehungsmarketing | Relationship marketing | Werbewirkung | Advertising effects | Freizeitwirtschaft | Leisure industries |
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