Keywords: Customer brand engagement
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Journal Articles

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: Journal of Research in Interactive Marketing
Journal of Research in Interactive Marketing (2022) 16 (4): 648–664.
https://doi.org/10.1108/JRIM-03-2021-0072
Published: 30 November 2021
... consumer engagement is crucial for companies to combat rising consumer resistance to and skepticism toward traditional commercial media. Customer brand engagement (CBE) is defined as a consumer’s cognitive, emotional and behavioral activity tied to unique consumer–brand interactions (Brodie et al...
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