Enhancing Brand Equity of Automotive Brands through Marketing Communications on Social Media

• المؤلفون الرئيسيون: Adetunji, Raji Ridwan, Mohd Rashid, Sabrina, Ishak, Mohd Sobhi
• التنسيق: Conference or Workshop Item
• اللغة: English
• منشور في: 2018
• الموضوعات: HD28 Management. Industrial Management
• الوصول للمادة أونلاين: http://repo.uum.edu.my/25362/1/SMMTCPS%202018%20226%20227.pdf; http://repo.uum.edu.my/25362/

Social media technologies such as; Facebook, YouTube, Twitter, and Instagram have proven to be perfect platforms for disseminating several types of marketing communications. Previous studies have demonstrated that these marketing communications on social media are significantly enhancing Consumer-Ba...