Social Media Brand Participation: Modelling the Major Determinants of Customer Retention from a Marketing Capabilities Perspective

Social Sciences

• Resource Based View 100%
• Media Platforms 50%
• Affective Commitment 50%
• Online Interaction 50%
• Data Collection Method 50%
• Media Management 50%
• Social Media Marketing 50%
• Brand Community 50%
• Facebook 50%
• Brand Management 50%
• Channelling 50%
• Online Survey 50%

Economics, Econometrics and Finance

• Customer Retention 100%
• Marketing 100%
• Resource-Based View 18%
• Internet Marketing 9%
• Brand Management 9%