@article{sadiq_empirical_2023,
	title = {An empirical assessment of consumer-brand engagement and brand knowledge through social media marketing activities: a study on online garments buyers},
	volume = {74},
	issn = {12225347},
	shorttitle = {An empirical assessment of consumer-brand engagement and brand knowledge through social media marketing activities},
	url = {http://revistaindustriatextila.ro/images/2023/4/010%20BURHAN%20SADIQ%20INDUSTRIA%20TEXTILA%20no.4_2023.pdf},
	doi = {10.35530/IT.074.04.2022111},
	abstract = {The use of social media marketing (SMM) use in the garment sector is increasing daily, and well-known brands are
shifting their marketing campaign to social media. This study aims to assert the relationship between SMM customer-
brand engagement (CBE) and brand knowledge (BK). For this purpose, data were collected from online garment buyers
through a questionnaire. Results of the study show that SMM significantly enhances the CBE and BK. Results further
elaborate that the CBE substantially mediates the relationship between SMM and BK. This study will bridge the gap in
the literature between SMM and CBE. Moreover, this study will help the management of garment brands to shift their
marketing campaign on social media to meet the requirements of modern marketing tools. Although this study only
focuses on garments brands, future researchers can apply the model of this study to other brands and also enhance the
sample size.},
	number = {04},
	urldate = {2023-09-03},
	journal = {Industria Textila},
	author = {Sadiq, Burhan and Zhongfu, Tan and Bashir, Tayyeba and Naseem, Ammara and Jamil, Khalid},
	month = aug,
	year = {2023},
	pages = {446--452},
}