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Does Social Media User Engagement Impact Brand Preference? Exploring the Interactive Roles of Self-Brand Congruence and Perceived Social Approval

This research study explores social media user engagement and its relationship with brand preference. Furthermore, the mediating role of social approval in this relationship and the moderating effect of consumers’ self- brand congruence on the association between social media user engagement and soc...

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Bibliographic Details
Main Author:	Onasanya, Yoyinsola Arinola
Format:	Thesis
Published:	Curtin University 2019
Online Access:	http://hdl.handle.net/20.500.11937/79106

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