Modelling the significance of social media marketing activities, brand equity and loyalty to predict consumers’ willingness to pay premium price for portable tech gadgets

In order to sustain business operations during the COVID-19 pandemic, nearly all industries have to adopt online technology and social media marketing activities (SMMAs). Globally, portable tech gadgets are rapidly expanding, but empirical studies on SMMAs in relation to portable tech gadgets in Mal...

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Detalles Bibliográficos
Autores principales: Malarvizhi, Chinnasamy Agamudainambhi, Al Mamun, Abdullah, Jayashree, Sreenivasan, Naznen, Farzana, Abir, Tanvir
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Elsevier 2022
Materias:
Research Article
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9404260/
https://www.ncbi.nlm.nih.gov/pubmed/36033308
http://dx.doi.org/10.1016/j.heliyon.2022.e10145

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