Investigating the Impact of Social Media Advertising Features on Brand Equity and Brand Experience in the Retail Industry
This study focuses on examining whether social media advertising elements (entertainment, perceived relevance, interactivity, and informativeness) affect brand equity and brand experience in the retail context. Several customers of UAE retail stores were surveyed using a questionnaire to collect the...
| Published in: | Journal of Content, Community and Communication |
|---|---|
| Main Author: | |
| Format: | Article |
| Language: | English |
| Published: |
Amity University
2023
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| Online Access: | https://www.scopus.com/inward/record.uri?eid=2-s2.0-85175861038&doi=10.31620%2fJCCC.09.23%2f15&partnerID=40&md5=bc08b6d04c90277c7306b1394a1b309a |