Influencer-driven loyalty: Understanding the mediating role of customer brand engagement in the relationship between social media influencers and brand loyalty-Reference-Cited by-同舟云学术

Influencer-driven loyalty: Understanding the mediating role of customer brand engagement in the relationship between social media influencers and brand loyalty

Published:2024-03-04 Issue:2 Volume:34 Page:207-230
ISSN:2163-9159
Container-title:Journal of Global Scholars of Marketing Science
language:en
Short-container-title:Journal of Global Scholars of Marketing Science

Author:

Ahmed Suhaib¹^ORCID,Ghaffar Abdul²^ORCID,Zaheer Zaidi Syed Shahid²,Islam Tahir³⁴⁵^ORCID,Khan Muhammad Mumtaz⁶,Islam Fazila⁷,Kincl Tomas⁸^ORCID,Sheikh Altaf Ahmed⁹^ORCID

Affiliation:

1. Department of Business Administration, Near East University, Turkish republic, Northern Cyprus

2. Department of Public Administration, University of Karachi, Karachi, Pakistan

3. Leeds Trinity University, Leeds, UK

4. Faculty of Management, Prague University of Economics and Business, Prague, Czech Republic

5. Faculty of Organization and Management, Silesian University of Technology, Poland

6. Business Studies Department, Bahria Business School, Bahria University–Karachi Campus, Karachi, Pakistan

7. School of Social Science and Humanities, University of Management and Technology, Lahore, Pakistan

8. Faculty of Management, Prague University of Economics and Business, Czech Republic

9. Faculty of Management, Prague University of Economics and Business, Jindrichuv Hradec, Czech Republic

Publisher

Informa UK Limited

Link

https://www.tandfonline.com/doi/pdf/10.1080/21639159.2024.2308285

Reference80 articles.

1. Social media marketing, shoppers' store love and loyalty

2. Akhtar, N., & Islam, T. (2023). Unveiling the predictors and outcomes of TikTok addiction: The moderating role of parasocial relationships. Kybernetes.

3. Trust me, I'm an influencer! - Causal recipes for customer trust in artificial intelligence influencers in the retail industry

4. Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media

5. Linking social media marketing efforts with customer brand engagement in driving brand loyalty