Is it really making an impact? Examining the effect of social media marketing participation benefits on perceived value and behavioural intention: evidences from India

Building heritage brand equity through social media sales promotion: The role of Power Distance

“…In this regard, Hadianfar (2021) showed that social media marketing has a positive impact on the dimensions of brand equity (awareness, image, quality and brand loyalty of the destination), concluding that social media marketing is an effective marketing tool to enhance destination brand equity. Maggon and Chaudhry (2015), in their study within the field of tourism, confirmed the positive relationship between the use of social media marketing and customer loyalty. More specifically, Belenioti et al (2019) examined the impact of social networks on museum brand equity and found that there is a link between social networks and brand equity dimensions: brand loyalty, perceived quality, brand identity, brand awareness and value.…”

“…In the field of tourism, few studies report the effect of online sales promotions on brand equity and its dimensions, being frequent to find works that analyze the effect of social media promotion only on some of the components of brand equity (Belenioti et al, 2019; Hadianfar, 2021; Lai & Vinh, 2013; Maggon & Chaudhry, 2015; Melania & Ellyawati, 2018). In this regard, Hadianfar (2021) showed that social media marketing has a positive impact on the dimensions of brand equity (awareness, image, quality and brand loyalty of the destination), concluding that social media marketing is an effective marketing tool to enhance destination brand equity.…”