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.
