The Effects of Social Media Advertising on Consumers’ Brand Loyalty: With Special Reference to the Apparel Retailers
L. K. R. D. Kulawardena & R. A. S. Kalpana · Asian Journal of Economics, Business and Accounting · 2024
The apparel industry faces increased competition from newcomers and imports, making it crucial for local companies to maintain brand loyalty. This research aimed to determine the most significant features of social media advertising (informativeness, entertainment, irritation, cr...
Open access
Research Article
10.9734/ajeba/2024/v24i21218