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Yee, Wong Foong and Seng, Kaixin and Lim, Xin Jean and Rathakrishnan, Thanuja (2021) How does social media marketing enhance brand loyalty?identifying mediators relevant to the cinema context. Journal of Marketing Analytics, 10 (2). 114 - 130. ISSN 2050-3318; ESSN: 2050-3326

Sarstedt, Marko and Cheah, Jun Hwa (2019) Partial least squares structural equation modeling using SmartPLS: a software review. Journal of Marketing Analytics, 7 (3). pp. 196-202. ISSN 2050-3318; ESSN: 2050-3326