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Keywords: Pandemic fears
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Journal Articles
Social media communication with intensified pandemic fears: evaluating the relative impact of user- and firm-generated content on brand loyalty
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Asia-Pacific Journal of Business Administration (2023) 15 (2): 161–187.
Published: 05 April 2022
...Lee Heng Wei; Ong Chuan Huat; Prakash V. Arumugam Purpose The purpose of this study is to analyse user-generated content and firm-generated content on perceived quality and brand trust, and eventually how it impacted brand loyalty with pandemic fear as the moderator. Design/methodology/approach...
