Effect Of Social Media Marketing On Brand Equity Of Online Companies
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References listed on IDEAS
- Albert M. Muiz Jr. & Hope Jensen Schau, 2005. "Religiosity in the Abandoned Apple Newton Brand Community," Journal of Consumer Research, Oxford University Press, vol. 31(4), pages 737-747, March.
- Kim, Angella J. & Ko, Eunju, 2012. "Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand," Journal of Business Research, Elsevier, vol. 65(10), pages 1480-1486.
- Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
More about this item
KeywordsBrand Equity; Social Media Marketing; Online Brand Community; E-Word-of-Mouth;
- M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
- M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
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