Khandolkar, T.; Hegde-Desai, P.; Barpanda, S.; Mekoth, N.
(Journal of Promotion Management. 31(6); 2025; 975-997.)
Drawn upon the Elaboration Likelihood Model (ELM) and Social Identity Theory (SIT), this research aims to find interrelatedness between social media brand engagement (SMBE) and customer-based brand equity (CBBE), which is ...