Last Updated on February 15, 2022
Congratulations to ADSM’s Faculty member, Dr. Hamzah Elrehail, on his article publication titled “The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty: the mediating effect of brand trust”.
This was published in the Journal of Research in Interactive Marketing. His study explores the connections between brand interactivity and involvement in brand-related outcomes (brand trust and loyalty). This is through understanding the role played by customer brand engagement through social media platforms.
