Does firm-created social media communication develop brand evangelists? Role of perceived values and customer experience

Dr Muhammad Sohaib is Associate Professor at the School of Business Administration, Xi'an Eurasia University, Xi'an, China. He holds a Ph.D. in management sciences (Marketing) from the Beijing University of Posts and Telecommunications, China. Dr Muhammad Sohaib's research work has been published in prestigious SSCI journals such as the Journal of Retailing and Consumer Studies, the International Journal of Hospitality Management and the Asia Pacific Journal of Marketing and Logistics. His current research interests encompass social media marketing, brand love, brand loyalty, consumer behavior, electronic word-of-mouth (eWOM), regret buying and brand equity.

Dr Asif Ali Safeer is certified Professional Marketer (Asia) with extensive experience in industry and academia. He has over 13 years of experience in marketing and branding. In addition, he has over six years of academic experience. He earned his Ph.D. in business administration (Marketing) from the School of Management (AACSB Accredited), Huazhong University of Science and Technology, Wuhan, China. His scholarly contributions have been featured in reputable journals, including Technological Forecasting and Social Change, Management Decision, Journal of Product and Brand Management, Journal of Hospitality and Tourism Technology, Marketing Intelligence and Planning and Asia Pacific Journal of Marketing and Logistics, among others. His research interests include brand management, consumer behavior, digital marketing, international marketing and corporate social responsibility. He is Associate Professor of marketing at the Business School, Huanggang Normal University, Huanggang, China.

Dr Abdul Majeed is an Associate Professor at the Business School, Huanggang Normal University, in Huanggang, China. He holds a Ph.D. in Economics (Finance) from the University of International Business and Economics, Beijing, China. Dr Abdul Majeed's research work has been published in prestigious SSCI/SCI journals such as the Sustainable Development, Resources Policy, Environmental Research, Environmental Impact Assessment Review, Environmental Science and Pollution Research and Behavior and Information Technology. His research interests encompass financial development, financial markets and institutions, financial inclusion, foreign direct investment, sustainable development, energy finance, environmental economics, economic complexity, technological innovation, E-Commerce, and consumer behavior.