Social media marketing activities on brand equity and purchase intention among Chinese smartphone consumers during COVID-19
Jiang Shuyi, Abdullah Al Mamun and Farzana Naznen
| Year of publication: |
2024
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|---|---|
| Authors: | Shuyi, Jiang ; Al-Mamun, Abdullah ; Farzana Naznen |
| Published in: |
Journal of science and technology policy management : JSTPM. - Bingley : Emerald, ISSN 2053-4639, ZDB-ID 2771727-6. - Vol. 15.2024, 2, p. 331-352
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| Subject: | Social media marketing activities | Brand equity | Relationship equity | Purchase intention | Online-Marketing | Internet marketing | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | China | Social Web | Social web |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JSTPM-02-2022-0038 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014469113