The influence of social media marketing on brand loyalty and intention to use among young Vietnamese...
The influence of social media marketing on brand loyalty and intention to use among young Vietnamese consumers of digital banking
About this item
Full title
Author / Creator
Publisher
Sumy: Business Perspectives Ltd
Journal title
Language
English
Formats
Publication information
Publisher
Sumy: Business Perspectives Ltd
Subjects
More information
Scope and Contents
Contents
Digital banks must promote on social media to attract tech-savvy young consumers who use social media extensively. Creating brand loyalty among digital banking customers is necessary to increase retention and motivate them to spend more with the preferred financial brand. This study investigates the impact of social media marketing on brand loyalty...
Alternative Titles
Full title
The influence of social media marketing on brand loyalty and intention to use among young Vietnamese consumers of digital banking
Authors, Artists and Contributors
Author / Creator
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Primary Identifiers
Record Identifier
TN_cdi_doaj_primary_oai_doaj_org_article_4d98f9be86554f50aca3904b452fffdc
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_doaj_primary_oai_doaj_org_article_4d98f9be86554f50aca3904b452fffdc
Other Identifiers
ISSN
1814-2427
E-ISSN
1816-6326
DOI
10.21511/im.19(4).2023.01
