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Enhancing brand loyalty via viral marketing: insights from the E-L-M model

Crossref DOI link: https://doi.org/10.1007/s13198-025-02901-6

Published Online: 2025-07-22

Published Print: 2025-11

Update policy: https://doi.org/10.1007/springer_crossmark_policy

Authors

Kraiwanit, Tanpat

Saha, Dipak https://orcid.org/0000-0001-7472-3592
Sharma, Ruchi
License Information

Text and Data Mining valid from 2025-07-22

Version of Record valid from 2025-07-22
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Article History

Received: 13 February 2025

Accepted: 29 June 2025

First Online: 22 July 2025