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Unlocking The Power of Social Media Marketing: Investigating The Role of Posting, Interaction, and Monitoring Capabilities in Building Brand Equity by Dionicio Velasquez Tupalaya is a document available to read on EtoBox.

What is Unlocking The Power of Social Media Marketing: Investigating The Role of Posting, Interaction, and Monitoring Capabilities in Building Brand Equity about?

The study investigates the impact of Social Media Marketing Capabilities (SMMC) on Consumer-Based Brand Equity (CBBE), highlighting the significance of posting and interaction capabilities while finding that monitoring capabilities do not significantly affect CBBE. The research employs both qualitative and quantitative methods to analyze how these capabilities can enhance brand performance in the digital marketing landscape. The findings offer valuable insights for marketing professionals to optimize their

Author

Dionicio Velasquez Tupalaya

Language

EN