This study aims to investigate the influence of firm-generated content (FGC) on Carrefour's
consumer-based brand equity (CBBE) within the Middle Eastern context, with a particular …

Objective: The objective is to understand the challenges and opportunities presented by the
evolution of the Internet for enhancing the online reputation of Destination Management …

User Generated Content dan E-WOM mulai viral dari munculnya YouTube yang membuat
orang bisa berkereatif dengan menciptakan konten dan orang juga bisa berkomentar …

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 …

Traditional marketing has shifted to digital marketing due to the highly competitive market
and technological advancements with the internet. In today's digital age, where the majority …

This research is mainly concerned with identifying the mediating role of customer
engagement (CE) between marketer and user-generated content and repurchase intentions …

The role of consumers in brand management is increasing day by day due to rapid
advancements in technology. Communication related to brand has been shifted from one …

Intense competition and technological advancements have made it difficult for organizations
to create brand differentiation. Along with organizations, consumers are also confused to …

Social media is becoming a medium of choice for businesses to interact with their potential
and current customers to establish brand loyalty and grow customer trust in the digital age …

Social media marketing is a new form of communication between firms and consumers. The
interactive nature of social media platforms enables consumers to share their perceptions …