Impact of social media activity outcomes on brand equity

Article (Web of Science)

• cited authors: Lim, Jeen-Su; Pham, Phuoc; Heinrichs, John H.
• publication date: October 21, 2020
• webpage: Web of Science
• published in: JOURNAL OF PRODUCT AND BRAND MANAGEMENT Journal
• category: MANAGEMENT Category

keywords

• Brand equity
• Content communities
• Social media activity data
• Social media platform

• start page: 927
• end page: 937
• volume: 29
• issue: 7