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Sponsored Artificial Intelligence: A Modern Approach, Global Edition Artificial Intelligence: A Modern Approach, Global Edition

Author

P. Pandian

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Sep 2026

Social Media Performance as a Strategic Capability: Examining Its Impact on Customer Loyalty, Brand Awareness, and Marketing Performance in Indian E-tail

In this era of the internet, social media performance (SMP) affects the performance of the firm, especially in the e-tail sector. SMP in our study is considered a second-order construct that influences brand awareness (BA), customer loyalty (CL), and marketing performance (MP). The data collected from digital marketing...

P. Pandian, C. Chavadi, Mohan Y. C. et al. · 0 citations

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