Perceived social media marketing activities and consumer-based brand equity

• Main Authors: Koay, Kian Yeik *, Ong, Derek Lai Teik *, Khoo, Kim Leng *, Yeoh, Hui Jing *
• Format: Article
• Published: Emerald 2021
• Subjects: HF Commerce
• Online Access: http://eprints.sunway.edu.my/1601/; http://doi.org/10.1108/APJML-07-2019-0453
• Institution: Sunway University

Purpose: The purpose of this research is to investigate the influence of perceived social media marketing activities on consumer-based brand equity, mainly predicated on the S-O-R model. Furthermore, brand experience is tested as a mediator of the relationship between perceived social media marketin...