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논문 기본 정보

자료유형
학술저널
저자정보
Suhaib Ahmed (Department of Business Administration, Near East University, Turkish republic, Northern Cyprus) Abdul Ghaffar (Department of Public Administration, University of Karachi, Karachi, Pakistan) Zaidi Syed Shahid Zaheer (Department of Public Administration, University of Karachi, Karachi, Pakistan) Tahir Islam (Leeds Trinity University, Leeds, UKFaculty of Management, Prague University of Economics and Business, Prague, Czech RepublicFaculty of Organization and Management, Silesian University of Te) Muhammad Mumtaz Khan (Business Studies Department, Bahria Business School, Bahria University–Karachi Campus, Karachi, Pakistan) Fazila Islam (School of Social Science and Humanities, University of Management and Technology, Lahore, Pakistan) Tomas Kincl (Faculty of Management, Prague University of Economics and Business, Czech Republic) Altaf Ahmed Sheikh (Faculty of Management, Prague University of Economics and Business, Jindrichuv Hradec, Czech Republic)
저널정보
한국마케팅과학회 Journal of Global Scholars of Marketing Science(마케팅과학연구) 全球营销科学学报 Vol.34 No.2
발행연도
2024.3
수록면
207 - 230 (24page)
DOI
10.1080/21639159.2024.2308285

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Factors developing brand loyalty through social media influencers (SMIs) are immensely important to academics and marketing practitioners since it is a remarkable driver of organizational success. This research investigates the impact of SMIs homophily in developing customer brand engagement (CBE) and its impact on BL. We collected valid data from 412 respondents using laptop brands in Pakistan and used structural equation modeling to analyze the data. The findings indicate that the SMIs homophily is crucial in establishing CBE and BL. The results further show that CBE’s emotional and cognitive dimensions significantly mediate the relationship between SMIs homophily and BL. However, the emotional CBE has a stronger mediating impact on BL. The study provides valuable insights for brandmanagers to hire SMIs who resemble their fans to grab their loyalty toward the brand. This study unfolds new avenues in social media marketing, consumer behavior, and branding literature by understanding the association between SMIs homophily, CBE, and BL.

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