Perceived social media marketing activities and consumer-based brand equity
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 S-O-R model. Furthermore, brand experience is tested as a mediator of the relationship between perceived social media marketin...
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Main Authors: | Koay, Kian Yeik *, Ong, Derek Lai Teik *, Khoo, Kim Leng *, Yeoh, Hui Jing * |
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Format: | Article |
Published: |
Emerald
2021
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Online Access: | http://eprints.sunway.edu.my/1601/ http://doi.org/10.1108/APJML-07-2019-0453 |
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