SOCIAL MEDIA MARKETING AND BRAND LOYALTY
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Date
2024
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Publisher
UMT. Lahore
Abstract
Social media marketing (SMM) is gaining attention by the marketers and their organizations.
Due to digital advancement, every individual is available on the internet 24/7. This study aims to
identify the impact of SMM in enhancing brand loyalty (BL). Besides, the mediating effect of
purchase intention (PI) is identified on the above relationship.