How does marketers’ and users’ content on corporate Facebook fan pages influence brand equity?
There is scarce empirical research devoted to understanding if and how the social media efforts of brands have economically significant effects that reach beyond the online environment. Based on 2211 brand posts from 36 international brands, published on their corporate Facebook fan pages, this stud...
| Main Authors: | , , , |
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| Format: | info:eu-repo/semantics/article |
| Language: | English |
| Published: |
Elsevier
2024
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10835/15204 |