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The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty: the mediating effect of brand trust

Tariq Samarah, Pelin Bayram, Hasan Yousef Aljuhmani, Hamzah Elrehail

Journal of Research in Interactive Marketing (2022) 16 (4): 648–664.

https://doi.org/10.1108/JRIM-03-2021-0072

Published: 30 November 2021

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