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003			ZW-GwMSU
005			20241004075453.0
008			241004b |||||||| |||| 00| 0 eng d
022			_a14775212
040			_aMSU _bEnglish _cMSU _erda
050	0	0	_aHF5415.1265 INT
100	1		_aPham, Phuoc H.M. _eauthor
245	1	0	_aCharacteristics of social-media marketing strategy and customer-based brand equity outcomes : _ba conceptual model _ccreated by Phuoc H.M. Pham and Bashar S. Gammoh
264	1		_aGeneva : _bInderscience, _c2015.
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
440			_aInternational journal of internet marketing and advertising _vVolume 9, number 4
520	3		_aExisting 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			_aSocial media marketing _vBrand equity outcomes _xConceptual modelling
700			_aGammoh, Bashar S. _eco author
856			_uhttps://doi.org/10.1504/IJIMA.2015.072885
942			_2lcc _cJA
999			_c167530 _d167530