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Keywords: Social media brand engagement
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Journal Articles
Asia Pacific Journal of Marketing and Logistics 1–20.
Published: 06 April 2026
...Kriti Swarup; Anshul Mathur; Durgesh Agnihotri; Sahil Gupta; Neera Jain; Pallavi Chaturvedi Purpose This study aims to examine how LGBTQIA + social media influencers' (L-SMI) perceived authenticity affects Gen Z social media brand engagement (SMBE) and brand love and tests the moderating role...
Journal Articles
Asia Pacific Journal of Marketing and Logistics (2024) 36 (5): 1270–1295.
Published: 12 December 2023
...Nguyen Sinh My; Long T.V. Nguyen; Hiep Cong Pham Purpose Property developers identify the vital role of social media brand engagement (SMBE) in sustaining their businesses in competitive marketplaces, but it remains underexplored. This paper examines how SMBE mediates the effects of firm-generated...
