The moderating role of age on social media marketing activities and customer brand engagement on Instagram social network

Purpose In the context of fashion brands on Instagram platform, this study aims to investigate the impact of age on the relationships between informative, interactive and trendy social media marketing (SMM) activities, customer brand engagement (CBE) and brand loyalty. Design/methodology/approach A quantitative method was used to collect and analyses the data and to test the conceptual model. In total, 241 usable questionnaires were collected...