Does firm-created social media communication develop brand evangelists? Role of perceived values and...
Does firm-created social media communication develop brand evangelists? Role of perceived values and customer experience
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Publisher
Bradford: Emerald Publishing Limited
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Language
English
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Publisher
Bradford: Emerald Publishing Limited
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PurposeThe social media communication of luxury service firms remains largely unexplored. This study explores the influence of firm-created social media communication (FCSMC) on predicting brand evangelism (BEM) via perceived values, including functional value (FV), emotional value (EV) and social value (SV), by embedding the direct and moderating...
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Full title
Does firm-created social media communication develop brand evangelists? Role of perceived values and customer experience
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TN_cdi_proquest_journals_3086283381
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_proquest_journals_3086283381
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ISSN
0263-4503
E-ISSN
1758-8049
DOI
10.1108/MIP-09-2023-0465
