Social media marketing activities in the Indian airlines: Brand equity and electronic word of mouth

Through a thorough model that describes how positive electronic word of mouth spreads in online communities, this research article has made a noteworthy addition to social media marketing. The study proves that social media marketing activities operate as catalysts for brand equity, promoting brand...

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Veröffentlicht in:	Tourism and hospitality research 2024-03
Hauptverfasser:	Khan, Mohammad Furqan, Amin, Faseeh, Jan, Anisa, Hakak, Irfan Ahmad
Format:	Artikel
Sprache:	eng
Online-Zugang:	Volltext
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