Evaluating the Effectiveness of the Official and the Non-Official Social Media Brand Communication Methods on Egyptian Women’s Consumer-Based Brand Equity
Abstract:Companies communicate their brands with customers through social media, either officially through their official pages or non-officially through social media users’ Electronic Word of Mouth or brand-related content created by Social Media Influencers. This study evaluates the effectiveness of these three brand communication methods on consumer-based brand equity (CBBE), including brand awareness, brand image, brand attitude and purchase intention. The study further clarifies the most influential consumer and f… Show more
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