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Keywords: Continued usage intentions
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2024) 36 (10): 2300–2323.
Published: 05 April 2024
... loyalty. Thus, this study aims to examine the influence of social media marketing activities (SMMA) on brand experience and its association with continued usage intentions (CUI) and brand loyalty. Design/methodology/approach The study conceptualized a research model by using the theoretical premise...
