Social media richness, brand equity, and business performance: An empirical analysis of food and beverage SMEs

AbstractThis study examines the effect of social media richness on business performance, mediated by brand equity. The study utilizes a quantitative methodology with a sample of 232 food and beverage SMEs in Indonesia. Data were analyzed using structural equations models partial least squares (SEM P...

Full description

Bibliographic Details
Main Authors: Venny Mellandhia Shandy, Asep Mulyana, Budi Harsanto
Format: Article
Language:English
Published: Taylor & Francis Group 2023-12-01
Series:Cogent Business & Management
Subjects:
Online Access:https://www.tandfonline.com/doi/10.1080/23311975.2023.2244211