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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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Bibliographic Details
Main Authors:	Koay, Kian Yeik , Ong, Derek Lai Teik , Khoo, Kim Leng , Yeoh, Hui Jing
Format:	Article
Published:	Emerald 2021
Subjects:	HF Commerce
Online Access:	http://eprints.sunway.edu.my/1601/

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