Please use this identifier to cite or link to this item: https://hdl.handle.net/20.500.14279/29939
Title: Building corporate reputation through social media marketing efforts: the mediating role of corporate brand credibility
Authors: Garanti, Zanete 
Igbudu, Nicholas 
Popoola, Temitope 
Vrontis, Demetris 
Melanthiou, Yioula 
Major Field of Science: Social Sciences
Field Category: Media and Communications
Keywords: CBC;corporate brand credibility;corporate reputation;SMM;social media marketing
Issue Date: 1-Jan-2022
Source: International Journal of Internet Marketing and Advertising, 2022, vol. 17, iss. 3-4, pp. 370 - 393
Volume: 17
Issue: 3-4
Start page: 370
End page: 393
Journal: International Journal of Internet and Advertising 
Abstract: Social media is a widely used tool by companies to communicate with their customers. This study explores customers’ perception of social media marketing efforts by companies and their role in enhancing corporate reputation. It also evaluates the mediating role of corporate brand credibility in the relationship between social media marketing efforts and corporate reputation. Data for this study was adopted from 404 customers of the retail banking sector in Latvia, contacted via social media platforms such as Facebook using the non-random snowball sampling method. The structural
URI: https://hdl.handle.net/20.500.14279/29939
ISSN: 14775212
DOI: 10.1504/IJIMA.2022.126730
Rights: © Inderscience Enterprises Ltd.
Attribution-NonCommercial-NoDerivatives 4.0 International
Type: Article
Affiliation : City Unity College Nicosia 
Arthur Jarvis University 
Joseph Ayo Babalola University 
University of Nicosia 
Cyprus University of Technology 
Publication Type: Peer Reviewed
Appears in Collections:Άρθρα/Articles

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