Minh, Sang Vo; Huong, Giang Nguyen; Ha, Giang Dang Nguyen - In: Cogent Business & Management 9 (2022) 1, pp. 1-21
This study aims to determine how social brand engagement via social media platforms will have an impact on brand equity … direct positive impact of social brand engagement on brand equity and indirect effect on purchase intention. In addition, as … a moderator variable, social brand engagement has a positive effect on brand awareness and purchase intention …