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Keywords: Social media usage
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Journal Articles
Does social currency influence social media usage and brand experience: an empirical analysis
Available to Purchase
Benchmarking: An International Journal (2025) 32 (5): 1720–1741.
Published: 10 May 2024
...Yog Mishra; Anurag Singh Purpose Loading the work on social capital theory, we have tried to check the influence of social currency (SC) on social media usage (SMU) and its subsequent impact on the brand experience (BE). The study attempted to ascertain the mediation of loyalty (LT) between the SC...
