Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience
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DOI: https://doi.org/10.1016/j.jbusres.2020.05.001
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Cited by:
- Yunpeng YU & Amer Hamzah Jantan & Shao LI, 2024. "Unveiling the Impact of Live Video Marketing on College Students’ Online Grocery Repurchase Behavior: A Performance Technology Approach," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(3), pages 11213-11249, September.
- Xiaofang Lin & Abdullah Al Mamun & Mohammad Masukujjaman & Qing Yang, 2024. "Unveiling the effect of social media marketing activities on logistics brand equity and reuse intention," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-17, December.
- Eastman, Jacqueline K. & Shin, Hyunju & Jain, Varsha & Wang, Xinfang, 2024. "Determinants of positive consumer affect toward luxury brands’ social media posts on sustainability: A fsQCA approach," Journal of Business Research, Elsevier, vol. 183(C).
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Keywords
Social media marketing; Brand equity; Luxury brands; Brand experience; Online community; Millennials;All these keywords.
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