SOCIAL MEDIA USAGE AND ITS IMPACT ON BRAND EQUITY AMONG SMEs IN MALAYSIA
The purpose of this study is to examine the relationship between the factors of usefulness, ease of use, and enjoyment on social media usage and its impact on brand equity of small and medium enterprises (SMEs) in Malaysia. The moderating effect of social media experience was also examined on the...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Universiti Teknologi MARA, Negeri Sembilan
2023-10-01
|
| Series: | Journal of Academia |
| Subjects: | |
| Online Access: | https://myjms.mohe.gov.my/index.php/joa/article/view/23953 |