Social Media and Customer-Based Brand Equity: An Empirical Investigation in Retail Industry
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...
Main Authors: | Anatoli Colicev, Ashwin Malshe, Koen Pauwels |
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Format: | Article |
Language: | English |
Published: |
MDPI AG
2018-09-01
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Series: | Administrative Sciences |
Subjects: | |
Online Access: | http://www.mdpi.com/2076-3387/8/3/55 |
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