Social Media and Customer-Based Brand Equity: An Empirical Investigation in Retail Industry
Abstract
As customer-brand engagement progressively shifts to digital domains, understanding social media effects in branding has become a vital issue. Social media effectiveness is especially important for the US retail sector due to intense competition among retailers for consumer attention and engagement on digital channels. Yet, the research on the effectiveness of social media in the retail industry remains sparse. Thus, the purpose of this paper is...
Paper Details
Title
Social Media and Customer-Based Brand Equity: An Empirical Investigation in Retail Industry
Published Date
Sep 19, 2018
Journal
Volume
8
Issue
3
Pages
55 - 55
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