Shandy, Venny Mellandhia; Mulyana, Asep; Harsanto, Budi - In: Cogent business & management 10 (2023) 2, pp. 1-15
This study examines the effect of social media richness on business performance, mediated by brand equity. The study … platform for consumers to engage in transactions, ultimately leading to improved business performance. Additionally, brand … equity plays a role in affecting business performance, as it creates a positive perception of a brand, thereby increasing the …
