The mediating role of brand involvement in the social media use-marketing communication effectiveness relationship : a case of selected entertainment smes in Uganda

Musiime, Andrew; Mwaipopo, Lufumbi

Please use this identifier to cite or link to this item: https://hdl.handle.net/11159/3407

Title:

The mediating role of brand involvement in the social media use-marketing communication effectiveness relationship : a case of selected entertainment smes in Uganda

Journal:

Business management review

Authors:

Musiime, Andrew
Mwaipopo, Lufumbi

e-ISSN:

2546-213X

Document Type:

Article

Year of Publication:

2019

Language:

English (eng)

Citation:

Musiime, Andrew/Mwaipopo, Lufumbi (2019). The mediating role of brand involvement in the social media use-marketing communication effectiveness relationship : a case of selected entertainment smes in Uganda. In: Business management review 22 (2), S. 67 - 86.

Appears in Collections:

Business Management Review (BMR)

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