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

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Trang Huynh Huyen Tran

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Open access Aug 2026

FROM SOCIAL MEDIA COMMUNICATION TO BRAND LOYALTY: THE MEDIATING ROLES OF VALUE CO-CREATION AND BRAND LOVE

This study examines the impact of social media communication marketing activities on brand loyalty, with particular emphasis on the mediating roles of value co-creation and brand love. Data were collected from 445 consumers in Ho Chi Minh City and analyzed using a two-stage Partial Least Squares Structural Equation Mod...

Trang Huynh Huyen Tran, Le Hoang Thi Ngan Ha · 0 citations

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