About this document
Social Media Impact on Brand Equity by Quoc Nguyen Dao is a document available to read on EtoBox.
This report investigates the impact of social media brand communication on customer-based brand equity in the hospitality industry in Danang, utilizing a quantitative study with 200 participants. Key findings indicate that both firm-generated content and user-generated content positively affect consumer-based brand equity. The document outlines the company background, research methodology, literature review, and presents the results and recommendations for the hospitality sector.
- Author
- Quoc Nguyen Dao
- Language
- EN