This study examines the effect of social media richness on business performance, mediated
by brand equity. The study utilizes a quantitative methodology with a sample of 232 food and …

The direct impact of the economic downturn due to Covid-19 is mainly perceived by Micro,
Small, and Medium Enterprises (MSMEs). This study aims to examine how MSMEs can …

The purpose of this paper is to investigate social media communication and its impact on
customer-based brand equity. Compare two social media communication tools that are firm …

This paper is designed to test the effect of social media advertisements on brand equity in
fast food restaurant industry. The data were collected using a survey instrument which was …

Purpose The purpose of this research is to investigate the influence of perceived social
media marketing activities on consumer-based brand equity, mainly predicated on the SOR …

According to Mangold and Faulds (2009), there has been a huge transformation in social
media in the last one decade. Due to the change in technology, changes in social media …

The prime concern of the current research effort is to assess the role of social media
marketing efforts to explain the consumer-based brand equity among the restaurant industry …

The growing number of fast food brands has amplified the intense competition in fast food
industry. The striking change in customer life style for fast food consumption creates …

With the advancement of technology in the present era, it has become an innovation for
many companies to leverage these advancements. Social media stands as evidence of …

The study conducted primarily examined the effect of Social Media Marketing Effect on
Brand equity in creating Purchase Intention and Customer equity. For this purpose, we …