Matches in SemOpenAlex for { <https://semopenalex.org/work/W4309333732> ?p ?o ?g. }
- W4309333732 endingPage "100140" @default.
- W4309333732 startingPage "100140" @default.
- W4309333732 abstract "The main purpose of this paper was to explore the effect of social media marketing activities (SMMAs) on brand equity (BEQ) through a moderated mediation analysis of brand experience (BE) and perceived uniqueness (PU) in the banking sector in Bangladesh. Structural equation modeling (SEM) with AMOS 23 was applied to test the research model with a sample of 222 followers of banks on social media. The findings reveal that SMMAs positively and substantially impact BEQ. In addition, BE mediates the association between SMMAs and BEQ. Interestingly, perceived uniqueness was found to have a moderating influence on the link between SMMAs and BE. This study contributes to the extant literature by investigating the mediation influence of brand experience on BEQ in the SMM context. Moreover, to the best of the author's knowledge, this study offers completely novel insight for bank marketers by empirically confirming the moderating role of perceived uniqueness on the robust pathway between SMMAs and BE, which will plug the present research gap and enrich SMM literature." @default.
- W4309333732 created "2022-11-26" @default.
- W4309333732 creator A5015551916 @default.
- W4309333732 date "2022-11-01" @default.
- W4309333732 modified "2023-10-09" @default.
- W4309333732 title "Unpacking the influence of social media marketing activities on brand equity in the banking sector in Bangladesh: A moderated mediation analysis of brand experience and perceived uniqueness" @default.
- W4309333732 cites W1496376053 @default.
- W4309333732 cites W1858117684 @default.
- W4309333732 cites W1970953922 @default.
- W4309333732 cites W1977115487 @default.
- W4309333732 cites W1995452257 @default.
- W4309333732 cites W2003359494 @default.
- W4309333732 cites W2006905286 @default.
- W4309333732 cites W2008529774 @default.
- W4309333732 cites W2029485242 @default.
- W4309333732 cites W2038702827 @default.
- W4309333732 cites W2041815189 @default.
- W4309333732 cites W2053515873 @default.
- W4309333732 cites W2069206189 @default.
- W4309333732 cites W2071562692 @default.
- W4309333732 cites W2071666535 @default.
- W4309333732 cites W2074665722 @default.
- W4309333732 cites W2084103191 @default.
- W4309333732 cites W2106096361 @default.
- W4309333732 cites W2122912498 @default.
- W4309333732 cites W2133033456 @default.
- W4309333732 cites W2145416839 @default.
- W4309333732 cites W2146288845 @default.
- W4309333732 cites W2160709242 @default.
- W4309333732 cites W2300623030 @default.
- W4309333732 cites W2424266652 @default.
- W4309333732 cites W2464238462 @default.
- W4309333732 cites W2576843111 @default.
- W4309333732 cites W2604516027 @default.
- W4309333732 cites W2608540414 @default.
- W4309333732 cites W2619799373 @default.
- W4309333732 cites W2626162802 @default.
- W4309333732 cites W2767752368 @default.
- W4309333732 cites W2768163292 @default.
- W4309333732 cites W2773783704 @default.
- W4309333732 cites W2809196344 @default.
- W4309333732 cites W2883389119 @default.
- W4309333732 cites W2890663522 @default.
- W4309333732 cites W2891609858 @default.
- W4309333732 cites W2892599584 @default.
- W4309333732 cites W2898959652 @default.
- W4309333732 cites W2899111479 @default.
- W4309333732 cites W2905830491 @default.
- W4309333732 cites W2908483739 @default.
- W4309333732 cites W2913626049 @default.
- W4309333732 cites W2921187922 @default.
- W4309333732 cites W2923777370 @default.
- W4309333732 cites W2944229332 @default.
- W4309333732 cites W2947248561 @default.
- W4309333732 cites W2950709119 @default.
- W4309333732 cites W2965571806 @default.
- W4309333732 cites W2979592112 @default.
- W4309333732 cites W2997875840 @default.
- W4309333732 cites W2999984936 @default.
- W4309333732 cites W3005879445 @default.
- W4309333732 cites W3008892323 @default.
- W4309333732 cites W3011648542 @default.
- W4309333732 cites W3030261423 @default.
- W4309333732 cites W3034120378 @default.
- W4309333732 cites W3034518044 @default.
- W4309333732 cites W3035265982 @default.
- W4309333732 cites W3035686316 @default.
- W4309333732 cites W3086266270 @default.
- W4309333732 cites W3088937729 @default.
- W4309333732 cites W3089797261 @default.
- W4309333732 cites W3090376901 @default.
- W4309333732 cites W3093295874 @default.
- W4309333732 cites W3109655379 @default.
- W4309333732 cites W3116108687 @default.
- W4309333732 cites W3117280518 @default.
- W4309333732 cites W3120720423 @default.
- W4309333732 cites W3120853043 @default.
- W4309333732 cites W3122906026 @default.
- W4309333732 cites W3123340633 @default.
- W4309333732 cites W3125840083 @default.
- W4309333732 cites W3126583568 @default.
- W4309333732 cites W3129197067 @default.
- W4309333732 cites W3132508395 @default.
- W4309333732 cites W3142329634 @default.
- W4309333732 cites W3168928160 @default.
- W4309333732 cites W3175801435 @default.
- W4309333732 cites W3179564880 @default.
- W4309333732 cites W3186281570 @default.
- W4309333732 cites W3195142762 @default.
- W4309333732 cites W3195989553 @default.
- W4309333732 cites W3196770257 @default.
- W4309333732 cites W3200216771 @default.
- W4309333732 cites W3205493401 @default.
- W4309333732 cites W3205673716 @default.
- W4309333732 cites W3209412073 @default.
- W4309333732 cites W3211012671 @default.
- W4309333732 cites W3214583894 @default.
- W4309333732 cites W3215062168 @default.