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customer loyalty-building and strengthening remain a less-explored area [13, 15]. Therefore, understanding how social media activities affect customer loyalty is essential for enhanced marketing strategies ...
virtually every question they receive, often within an hour. The activities of these active brands in social media are typically a mix of customer service, reputation management, marketing , and – to a lesser ...
al., 2014 [11]), but few take clothing e-commerce as an example. Morra et al. (2018) [18] studied the impact of social media marketing on brand equity and fashion brand purchase intention, taking user ...
. With a fast rising economy and a population of more than 96 million [10], Vietnam is regarded one of the most promising markets . Vietnamese customers are becoming increasingly concerned about their health; thus ...
that anthropomorphism enhances consumers’ attraction to a brand when social -connectedness or effectance motives are active , the current research demonstrates that anthropomorphizing a brand becomes a detrimental ...
., 2011). Researchers have identified many benefits of engaging in social media marketing activities . This includes, but is not limited to, increasing brand awareness, enhancing brand image, monitoring ...
Background Along with the rapid development of the Internet, the form of destination marketing is becoming increasingly innovative and diverse. Celebrity endorsement via social media , as an effective ...
stakeholder, and these actions generate positive market returns. Extending these studies, we show that by investing in brand equity , firms act pro- actively and reduce incentives and opportunities for earnings ...
to survive in the traditional agricultural market is to create customer -perceived value for consumers to enhance consumption intention. Improving brand image through brand management is to help companies ...
]. Generally, this theme of research examined the current trends of social media marketing and the main ways social media could improve pharmaceutical marketing activities and suggested that using mobile apps ...
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