Post nale

Posted by on Jun 7, 2012 in Customer equity, Facebook | No Comments
Post nale

Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand

Angella J. Kim a,1, Eunju Ko Abstract: In light of a growing interest in the use of social media marketing (SMM) among luxury fashion brands, this study set out to identify attributes of SMM activities and examine the relationships among those perceived activities, value equity, relationship equity, brand equity, customer equity, and purchase intention through […]