Social Media Marketing and Brand Equity: A Literature Review.
SZ Zahoor, IH Qureshi - IUP Journal of Marketing …, 2017 - search.ebscohost.com
While about one-third of world's population is currently using social media, it has
fundamentally changed the landscape of marketing and the way product and company …
fundamentally changed the landscape of marketing and the way product and company …
The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty
RS Ebrahim - Journal of Relationship Marketing, 2020 - Taylor & Francis
In this era, social media platform is integrated into the marketing strategy. This new
technology sets out new mechanisms and communication tools that companies can rely on …
technology sets out new mechanisms and communication tools that companies can rely on …
The influence of social media marketing activities on customer loyalty: A study of e-commerce industry
Purpose The purpose of this paper is to examine the impact of perceived social media
marketing activities (SMMAs) on customer loyalty via customer equity drivers (CEDs) in an e …
marketing activities (SMMAs) on customer loyalty via customer equity drivers (CEDs) in an e …
Perceived social media marketing activities and consumer-based brand equity: Testing a moderated mediation model
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 …
media marketing activities on consumer-based brand equity, mainly predicated on the SOR …
Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation
The internet has changed the nature of shopping in the past two decades, which has
supported the proliferation of e-commerce sites and thus shopping has shifted to e …
supported the proliferation of e-commerce sites and thus shopping has shifted to e …
The social media marketing strategies and its implementation in promoting handicrafts products: a study with special reference to Eastern India
Purpose First, this study aims to focus on the promotional part of the Indian handicraft
products through various social media platforms such as Facebook, Twitter, Instagram and …
products through various social media platforms such as Facebook, Twitter, Instagram and …
Investigating the role of social media marketing on value co-creation and engagement: An empirical study in China and Hong Kong
Despite promising conceptual developments in value co-creation and consumer-brand
engagement (CBE), the scholarly attention afforded to the importance of social media …
engagement (CBE), the scholarly attention afforded to the importance of social media …
Social media activities and its influence on customer-brand relationship: an empirical study of apparel retailers' activity in India
In this digital era, the internet, and Social Media (SM) has had a radical impact on the
shopping behavior of “costumers” The SM provides a platform where “costumers” are …
shopping behavior of “costumers” The SM provides a platform where “costumers” are …
A multi-analytic approach to predict social media marketing influence on consumer purchase intention
Purpose Based on the stimulus-organism-response (SOR) framework, this study aims to
investigate the effect of social media marketing (SMM) activities on consumers' purchase …
investigate the effect of social media marketing (SMM) activities on consumers' purchase …
Consumer loyalty of Indonesia e-commerce SMEs: the role of social media marketing and customer satisfaction
The purpose of this study is to analyze the influence of social media marketing on e-
commerce customer satisfaction and loyalty. This study provides insight into the importance …
commerce customer satisfaction and loyalty. This study provides insight into the importance …