MARC details
| 000 -LEADER |
|---|
| fixed length control field |
01958nam a22002537a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
ZW-GwMSU |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20241004075453.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
241004b |||||||| |||| 00| 0 eng d |
| 022 ## - INTERNATIONAL STANDARD SERIAL NUMBER |
|---|
| International Standard Serial Number |
14775212 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
MSU |
| Language of cataloging |
English |
| Transcribing agency |
MSU |
| Description conventions |
rda |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5415.1265 INT |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Pham, Phuoc H.M. |
| Relator term |
author |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Characteristics of social-media marketing strategy and customer-based brand equity outcomes : |
| Remainder of title |
a conceptual model |
| Statement of responsibility, etc. |
created by Phuoc H.M. Pham and Bashar S. Gammoh |
| 264 1# - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
Geneva : |
| Name of producer, publisher, distributor, manufacturer |
Inderscience, |
| Date of production, publication, distribution, manufacture, or copyright notice |
2015. |
| 336 ## - CONTENT TYPE |
|---|
| Source |
rdacontent |
| Content type term |
text |
| Content type code |
txt |
| 337 ## - MEDIA TYPE |
|---|
| Source |
rdamedia |
| Media type term |
unmediated |
| Media type code |
n |
| 338 ## - CARRIER TYPE |
|---|
| Source |
rdacarrier |
| Carrier type term |
volume |
| Carrier type code |
nc |
| 440 ## - SERIES STATEMENT/ADDED ENTRY--TITLE |
|---|
| Title |
International journal of internet marketing and advertising |
| Volume/sequential designation |
Volume 9, number 4 |
| 520 3# - SUMMARY, ETC. |
|---|
| Summary, etc. |
Existing research support the importance of social media marketing in building brand equity and creating communities around the brand. Still, the questions of what kind and what level of social media marketing activities are needed to help firms build customer-based brand equity (CBBE) are not properly addressed. Yet, these insights are extremely important for any company to develop its social media marketing strategy effectively. This paper extends the extant literature by addressing the questions of choices, conditions, and potential impacts of different social media channels on CBBE. More specifically, this study develops a conceptual model to examine the differential influence of the following four dimensions of social media marketing strategy: variety, diversity, intensity, and connectivity on different components of CBBE model. Examining the differential influence of these dimensions of social media marketing strategy on CBBE is important and holds significant implications. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Social media marketing |
| Form subdivision |
Brand equity outcomes |
| General subdivision |
Conceptual modelling |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Gammoh, Bashar S. |
| Relator term |
co author |
| 856 ## - ELECTRONIC LOCATION AND ACCESS |
|---|
| Uniform Resource Identifier |
https://doi.org/10.1504/IJIMA.2015.072885 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Library of Congress Classification |
| Koha item type |
Journal Article |