… This study analyzes the effects of social media marketing activities (SMMAs) on brand equity
and customer response in the airline industry. A survey was conducted with a total of 302 …

… From the existing research, this study proposes that apparel brands’ marketing activities on
social media have a direct influence on customer responses, such as their loyalty and price …

Recent research on Social Media Marketing Activities (SMMA) in the airline industry
emphasizes on areas of brand equity, but some research has looked into the function of brand …

… social media marketing activities (SMMAs) on customer loyalty via customer equity drivers
(… investigates customer loyalty as a response to perceived SMMA of e-commerce sites. As …

… customers. The current study is done with the aim of investigating the effect of marketing
activities in social media on customer response … this study includes the customers in hotels and …

… how customer knowledge process influences customer response … of customer response
capability, customer response … Customer knowledge process refers to the activities within an …

… There has been an increase of DSS use in customer-side marketing activities, such as
customer segmentation (or profiling), direct marketing, database marketing, and targeted …

… tool in marketing management. A number of approaches have been developed to support this
activity. … Each of these 125 cells can be associated with a positive response to a marketing …

… marketing (hereinafter SMMEs) on consumer response via building brand equity and brand
trust. This study was conducted on customers … how SMMEs influence customer behavior via …

… response (SOR) framework, this study developed a model to examine how SMM activities
(SMMAs) affect dimensions of customer … who are telecommunications customers. The findings …