Impact of Social media brand communication on Brand Knowledge: Mediating role of Brand Image & Brand Awareness Application of CBBE model theory of Keller
S Younas - Journal of Management Info, 2017 - readersinsight.net
In 21st century, where the use of social media is growing day by day. Individuals prefer
social media for personal and professional use. Corporations are also communicating with
their customers through the social media. Which increase awareness about the product of a
specific brand. That ultimately develops brand knowledge. The basic objective of this study
is to explore the relationship between the social media brand communication and brand
knowledge by considering brand image and brand awareness as mediators. This study is …
social media for personal and professional use. Corporations are also communicating with
their customers through the social media. Which increase awareness about the product of a
specific brand. That ultimately develops brand knowledge. The basic objective of this study
is to explore the relationship between the social media brand communication and brand
knowledge by considering brand image and brand awareness as mediators. This study is …
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