Linking Social Media Marketing and Brand Loyalty: The Mediating Role of Brand Gestalt

Linking Social Media Marketing and Brand Loyalty: The Mediating Role of Brand Gestalt

This study investigates the relationship between social media marketing (SMM), brand gestalt, and brand loyalty. Using a quantitative survey, this research focuses on customers of the online store VictoriaThings. A convenience sampling method was employed, resulting in 265 participants in the surve...

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Bibliographic Details
Main Authors: Sewow Cleopatra Queenditya, Lengkong Beatrix Lovely, Deske W. Mandagi
Format: Article
Language:English
Published: Institut Agama Islam Sunan Giri Ponorogo 2024-06-01
Series:Indonesian Journal of Islamic Economics and Finance
Subjects:
Social Media Marketing
Brand Loyalty
Brand Gestalt
Online Access:https://ejournal.insuriponorogo.ac.id/index.php/jief/article/view/5218
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