Schivinski, Bruno; Dabrowski, Dariusz - In: Journal of Research in Interactive Marketing 9 (2015) 1, pp. 31-53
Purpose – The purpose of this article is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity (CBBE) metrics through Facebook. Design/methodology/approach – We evaluated 302 data sets that...