TY  - JOUR
TI  - An empirical assessment of consumer-brand engagement and brand knowledge through social media marketing activities: a study on online garments buyers
AU  - Sadiq, Burhan
AU  - Zhongfu, Tan
AU  - Bashir, Tayyeba
AU  - Naseem, Ammara
AU  - Jamil, Khalid
T2  - Industria Textila
AB  - 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.
DA  - 2023/08/30/
PY  - 2023
DO  - 10.35530/IT.074.04.2022111
DP  - DOI.org (Crossref)
VL  - 74
IS  - 04
SP  - 446
EP  - 452
SN  - 12225347
ST  - An empirical assessment of consumer-brand engagement and brand knowledge through social media marketing activities
UR  - http://revistaindustriatextila.ro/images/2023/4/010%20BURHAN%20SADIQ%20INDUSTRIA%20TEXTILA%20no.4_2023.pdf
Y2  - 2023/09/03/15:52:09
ER  -