Y. C. MOHAN

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). T...