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Keywords: WeChat official account marketing activities
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2025) 37 (8): 2263–2285.
Published: 01 January 2025
...Yu Song; Xiaoran Hu; Ying Wang Purpose The purpose of this research is to investigate how WeChat official account marketing activities influence consumer brand loyalty through instrument- and emotion-based paths (i.e. cognitive and affective brand trust) and how these paths operate depending...
