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Open Access

Peer-reviewed

Research Article

Sustainable customer retention through social media marketing activities using hybrid SEM-neural network approach

Qing Yang,

Roles Conceptualization, Data curation, Writing – original draft

Affiliation UCSI Graduate Business School, UCSI University, Cheras, Kuala Lumpur, Malaysia
⨯
Naeem Hayat,

Roles Conceptualization, Methodology, Writing – original draft

Affiliation Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Pengkalan Chepa, Kota Bharu, Kelantan, Malaysia
⨯
Abdullah Al Mamun ,

Roles Conceptualization, Formal analysis, Writing – review & editing

* E-mail: almamun@ukm.edu.my, mamun7793@gmail.com

Affiliation UKM-Graduate School of Business, Universiti Kebangsaan Malaysia, Kuala Lumpur, Selangor Darul Ehsan, Malaysia

https://orcid.org/0000-0002-9713-742X

⨯
Zafir Khan Mohamed Makhbul,

Roles Conceptualization, Methodology, Writing – review & editing

Affiliation UKM-Graduate School of Business, Universiti Kebangsaan Malaysia, Kuala Lumpur, Selangor Darul Ehsan, Malaysia
⨯
Noor Raihani Zainol

Roles Conceptualization, Formal analysis, Writing – original draft

Affiliation Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Pengkalan Chepa, Kota Bharu, Kelantan, Malaysia
⨯

Sustainable customer retention through social media marketing activities using hybrid SEM-neural network approach

Qing Yang,
Naeem Hayat,
Abdullah Al Mamun,
Zafir Khan Mohamed Makhbul,
Noor Raihani Zainol

x

Published: March 4, 2022
https://doi.org/10.1371/journal.pone.0264899

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