Social media is forming an increasingly central part of how companies communicate their
marketing strategies to their customers. This study aims to provide an empirical analysis of …

Purpose The purpose of this paper is to investigate how firm-generated content (FGC)
impacts consumer brand awareness, brand loyalty and electronic word of mouth (eWOM) …

Researchers and brand managers have limited understanding of the effects social media
communication has on how consumers perceive brands. We investigated 504 Facebook …

This study attempts to investigate whether Social Media Marketing Activity (SMMA) carried
out by companies/brands have a positive impact on their brand equity, e-WOM distribution …

The influence of perceived social media marketing elements on consumer–brand engagement
and brand knowledge | Emerald Insight Books and journals Case studies Expert Briefings …

Social media can be used at any time of the day and the easy accessibility of social media
thanks to mobile devices offers marketers great opportunities to reach consumers using …

The present study aims to examine the influence of perceived social media marketing
activities (SMMAs) on the consumer‐based brand equity and brand love and to analyze the …

This study aims to investigate the effect of digital marketing, social media marketing and
electronic word-of-mouth EWOM, on the purchase intention with moderating effect of brand …

The paper examined the relationship between social media and purchase intention and the
mediation role of brand equity within Ghana's fashion industry. The study was quantitative …

The spread of social media has created a new era for companies and brands and forcing
them to explore new interactive ways to achieve and engage their consumers. The main …