Full Terms & Conditions of access and use can be found at https://www.tandfonline.com/action/journalInformation?journalCode=mmtp20 Journal of Marketing Theory and Practice ISSN: (Print) (Online) Journal homepage: https://www.tandfonline.com/loi/mmtp20 Examining the efficacy of brand social media communication: a consumer perspective Abhishek Dwivedi & Robert E. McDonald To cite this article: Abhishek Dwivedi & Robert E. McDonald (2020): Examining the efficacy of brand social media communication: a consumer perspective, Journal of Marketing Theory and Practice, DOI: 10.1080/10696679.2020.1768870 To link to this article: https://doi.org/10.1080/10696679.2020.1768870 Published online: 12 Jun 2020. Submit your article to this journal Article views: 10 View related articles View Crossmark data