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From agility to advocacy: exploring how gender moderates the impact of social media agility on brand trust and influencing behavior

author
Bozkurt, Siddik
Sarp, Serap
Gligor, David
Hollebeek, Linda Desiree
statement of authorship
Sıddık Bozkurt, Serap Sarp, David Gligor, Linda D. Hollebeek
source
Journal of marketing analytics
publisher
Springer Nature
year of publication
2026
url
https://doi.org/10.1057/s41270-026-00484-0
subject term
brändid
kliendid
sugupooled
sotsiaalmeedia
keyword
brand trust
customer influence
gender
moderated mediation
perceived social media agility
ISSN
2050-3318
scientific publication
teaduspublikatsioon
classifier
1.1
TalTech department
Department of Business Administration
language
English
Bozkurt, S., Sarp, S., Gligor, D., Hollebeek, L. D. From agility to advocacy: exploring how gender moderates the impact of social media agility on brand trust and influencing behavior // Journal of marketing analytics (2026) https://doi.org/10.1057/s41270-026-00484-0