Social media content, customer engagement and brand equity: US versus Korea
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DOI: 10.1108/md-12-2020-1595
Abstract: PurposeThis study analyzes the relationship between the characteristics of social media content, customer engagement (CE) and brand equity and investigates whether these relationships differ between national cultures.Design/methodology/approachWe collect data from a variety of sources, including… read more here.
Keywords: brand equity; media content; social media; content customer ... See more keywords