Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience

Consumers increasingly use social media brand communities to gather information about brands and to inform their purchase decisions. Building on uses and gratifications theory and brand experience we hypothesize that consumer benefits deriving from participation in such communities and brand experie...

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Veröffentlicht in:	Journal of business research 2020-09, Vol.117, p.256-267
Hauptverfasser:	Zollo, Lamberto, Filieri, Raffaele, Rialti, Riccardo, Yoon, Sukki
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand equity Brand experience Business administration Humanities and Social Sciences Luxury brands Millennials Online community Social media marketing
Online-Zugang:	Volltext
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