文章基本信息

标题：Revisiting Antecedents of Brand Loyalty: Impact of Perceived Social Media Communication with Brand Trust and Brand Equity as Mediators
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作者：Rizwan Ali Khadim ; Mian Ahmad Hanan ; Arooj Arshad 等
期刊名称：Academy of Strategic Management Journal
印刷版ISSN：1544-1458
出版年度：2018
卷号：17
期号：1
页码：1-13
语种：English
出版社：The DreamCatchers Group, LLC
摘要：The rapid growth of information technology has brought revolution in social media communications. Moreover, it has replaced traditional media in corporate communications (Coulter, Bruhn, Schoenmueller Khadim, Zafar Ismail, 2017). On the other hand, these social media communication strategies also provide opportunities for learning customer's perceptions and opinions, so making it a two-way flow of branding. As Kaplan & Haenlein (2012) rightly stated that brands are using social media networks for sponsorship and advertising of their products and services. For example, Coca-Cola is using Twitter, Instagram and other social mediums for the communication enhancement and preserving a sustaining relationship with the users.
关键词：Social Media;Marketing Communication Tools;Garment Brands;Consumer Behaviour;Brand Loyalty