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This academic paper investigates the impact of social media communication on brand equity, satisfaction, and loyalty in the context of tourism, specifically focusing on the Gilgit-Baltistan region. The study employs a multi-sequential approach to analyze how both destination marketing organization-generated and tourist-generated social media communication influence brand awareness, brand image, perceived quality, and ultimately customer satisfaction and loyalty. The findings highlight the importance of soci

Author

joaomiglopes

Language

EN