Unlocking the power of social media marketing: Investigating the role of posting, interaction, and monitoring capabilities in building brand equity

Unlocking the power of social media marketing: Investigating the role of posting, interaction, and monitoring capabilities in building brand equity

AbstractGiven the extensive utilisation of social media, brands have grown increasingly dependent on it to build brand equity. As a result, acquiring specific capabilities in the realm of digital marketing has become a necessity. This research aims to investigate the essence of Social Media Marketin...

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Bibliographic Details
Main Authors: Sofiane Laradi, Noureddine Berber, Hafiz Mudassir Rehman, Md Billal Hossain, Lee-Chea Hiew, Csaba Bálint Illés
Format: Article
Language:English
Published: Taylor & Francis Group 2023-12-01
Series:Cogent Business & Management
Subjects:
digital marketing
Social Media Marketing Capabilities (SMMC)
consumer-based brand equity
brand image
capabilities theory
Online Access:https://www.tandfonline.com/doi/10.1080/23311975.2023.2273601

Internet

https://www.tandfonline.com/doi/10.1080/23311975.2023.2273601

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