Browsing Commerce and Management by Subject "Consumer-Based Brand Equity, E-Commerce Quality, Perceived Brand Community Character, Purchase Intention, Social Media Marketing Activities/Practices"

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Unpacking the Relationship between Social Media Marketing Activities/Practices and Purchase Intention. Role of Perceived Brand Community Character, and E-Commerce Quality

Umair, Muhammad; Amin, Azeem; Imam, Hassan (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021)

Brand communities are the power hub for companies. The consumer participates in online communities to get certain benefits. Companies create a brand, and online brand communities can help maintain long-term loyalty with ...

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