Exploring tourism-generated social media communication, brand equity, satisfaction, and loyalty: A PLS-SEM-based multi-sequential approach

• Main Authors: Abbasi, A.Z., Rather, R.A., Hooi Ting, D., Shamim, A., Saima, N., Khalil, H., Muddasar, G.K.
• Format: Article
• Published: 2022
• Online Access: http://scholars.utp.edu.my/id/eprint/33962/; https://www.scopus.com/inward/record.uri?eid=2-s2.0-85135761057&doi=10.1177%2f13567667221118651&partnerID=40&md5=1fc77aa070bcd41f855493aa00bb4ccf
• Institution: Universiti Teknologi Petronas

Although social media-based brand equity has become a vital area of interest for brand managers, insights into its destination-based dynamics and applications remain scarce, specifically in the destination brand context. To address this gap, we develop and test a theoretical model to investigate the...