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How does social media marketing enhance brand loyalty?identifying mediators relevant to the cinema context

Social media has created a new norm for organizations to engage with their consumers and expand their businesses. In view of this, brand loyalty as an outcome of social media marketing has been acknowledged as a central theme in building long-term consumer relationships. This study focuses on this i...

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Bibliographic Details
Main Authors:	Yee, Wong Foong, Seng, Kaixin, Lim, Xin Jean, Rathakrishnan, Thanuja
Format:	Article
Published:	Palgrave Macmillan 2021
Online Access:	http://psasir.upm.edu.my/id/eprint/101726/

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