The role of social media as a brand communication tool : an exploratory work
Radhika Madan, Manmohan Rahul
| Year of publication: |
2025
|
|---|---|
| Authors: | Madan, Radhika ; Rahul, Manmohan |
| Published in: |
International journal of business performance management : IJBPM. - Geneva : Inderscience Enterprises Ltd., ISSN 1368-4892, ZDB-ID 2048148-2. - Vol. 26.2025, 2, p. 228-249
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| Subject: | brand awareness | brand communication | brand loyalty | CFA | confirmatory factor analysis | scale | SEM | social media | social media marketing | structural equation modelling | Social Web | Social web | Online-Marketing | Internet marketing | Markenführung | Brand management | Markenartikel | Brand | Beziehungsmarketing | Relationship marketing | Strukturgleichungsmodell | Structural equation model | Markentreue | Brand loyalty | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJBPM.2025.144689 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015399311