Social Media Brand Engagement, Brand Equity, Brand Performance: with emphasis on the moderating role of Trust

Authors
hossein norouzi 1
negin maleki 1
sajad Abdolahpour 2
1 kharazmi university
2 university of tehran
Abstract
Background and Aim: Today, the physical presence and traditional advertising in order to compete in the market of many businesses, especially the banking industry, is not enough, and the era of competition has tended to be digital or online. The purpose of this study is to investigate the effect of social media brand engagement on brand equity, with emphasis on the moderating role of trust and its impact on brand performance among the customers of the Bank Melli Iran of Tehran Province.

Methods: In terms of the objective, the study is a descriptive work and survey in nature, an applied work in terms of usage, and a correlation work in terms of implementation. In this regard, 385 customers of the Bank Melli Iran of Tehran province responded to the questionnaire by multi-stage cluster sampling.

Results: The results of the research showed that all the factors of identity, information availability, entertainment, personalized advertisements and brand affiliation have a positive and significant effect on social media brand engagement. The results also showed that social media brand engagement have a positive and significant effect on brand equity and brand equity on brand performance. In the end, the results showed that the trust variable in the relationship between social media brand engagement and brand equity has a moderating role.

Conclusion: In order to enhance the brand performance of the Bank Melli Iran, paying attention to engaging customers through social media and increasing their trust in influencing brand engagement and brand equity is important.
Keywords
Brand
Brand Equity
Social Media
Social Media Brand Engagement
Bank Melli Iran
Abu-Rumman, A. H., Alhadid, A. Y. (2014). The Impact of Social Media Marketing on Brand Equity: An Empirical Study on Mobile Service Providers in Jordan. Review of Integrative Business and Economics Research. 3(1); 315-326.
Ahmadi, M., Davarpanah, M. (2011). Monitoring social media and its role in marketing, Fourth Conference on Media Engineering, Tehran (Persian).
Alsaad, A., Mohamad, R, and Ismail, N.A. (2017). The moderating role of trust in business to business electronic commerce adoption. Computers in Human Behaviour. 68; 157-169.
Barreda, A. (2014). Creating brand equity when using travel-related online social network Web sites. Journal of Vacation Marketing, 20(4); 365-379.
Beverland M., Napoli J., Lindgreen A. (2007). Industrial global brand leadership: A capabilities view. Industrial Marketing Management. 36(8); 1082-1093.
Bolton, R.N., Parasuraman, A., Hoefnagels, A., Migchels, N., Kabadayi, S., Gruber, T., Loureiro, Y.K. and Solnet, D. (2013). Understanding generation Y and their use of social media: a review and research agenda. Journal of Service Management. 24(3); 245-267.
Brown, M., Muchira, R. (2004). Investigating the relationship between internet privacy concerns and online purchase behavior. Journal of Electronic Commerce Research. 5 (1); 62-70.
Bruhn, M., Schoenmueller, V., Schafer, D.B. (2012). Are social media replacing traditional media in terms of brand equity creation?. Management Re-search Review. 35(9); 770-790.


Chahal, H., Rani, A. (2017). How trust moderates social media engagement and brand equity. Journal of Research in Interactive Marketing, 11 (3); 312-335.
De Chernatory, L., Segal-Horn, S. (2004). Identifying and Sustaining services Brands’Values. Journal of Marketing Communications, 10 (2); 73-93.
Dehdashti, Z., Taghavifard, M.T., Rostami, N. (2010). A Model for Measuring the Impact of Bank Brand Trust on Customer Loyalty Commitment. Iranian journal of management sciences. 20; 69-88. (Persian).
Dessart, L., Veloutsou, C., Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product and Brand Management. 24(1); 28-42.
Ebadati, N., Saroukhani, B., Farhangi, A.K. (2015). Impact of online brand community on brand performance and brand equity with an emphasis on the role of social capital (case study: Sony Media Production Company). Journal of social research, 33; 19-50. (Persian).
Enginkaya, E., Yılmaz, H. (2014). What drives consumers to interact with brands through social media? A motivation scale development study. Procedia – Social and Behavioral Sciences. 148; 219-226.
Feyz, D., Nik Abadi, M., Maleki, F. (2014). Effect of tendencies of using online social networks on brand performance by examining the mediating role of customer brand equity. Journal of New Marketing Research. 5 (3); 55-68. (Persian).
Habibi, M.R., Laroche, M., Richard, M.O. (2015). The role of brand community and community engagement in building brand trust on social media. Computers in Human Behaviour. 37; 152-161.
Hollebeek, L.D., Glynn, M.S., Brodie, R.J. (2014). Consumer brand engagement in social media: conceptualization, scale development and validation. Journal of Interactive Marketing. 28(2); 149-165.
Hutter, K., Hautz, J., Dennhardt, S., Fuller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on facebook. Journal of Product and Brand Management. 22 (6); 342-351.
Jalilvand. M., Samiei. N. (2012). The Effect of electronic word of mouth onbrand image and purchase intention: An empirical study in theautomobile industry in Iran, Journal of Marketing Intelligence & Planning, 30(4); 460-476.
Kaplan, A.M., Haenlein, M. (2010). Users of the world, unite! the challenges and opportunities of social media. Business Horizons. 53(1); 59-68.
Katler, P. & K. L. Keller (2006), Marketing Management, 12th Edition, Upper Saddle River, NJ: Prentice Hall.
Keller K.L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing. 57 (1); 1-22.
Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., Kannan, P.K. (2016). From social to sale: the effects of firm-generated content in social media on customer behavior. Journal of Marketing. 8(1);7-25.
Lee, J., Park, S. Y., Baek, I., Lee, C. S. (2008). The impact of the brand management system on brand performance in B–B and B–C environments. Industrial Marketing Management. 37 (7); 848-855.
Lehmann, D. R., Keller, K. L., Farley, J. U. (2008). The structure of survey-based brand metrics. Journal of International Marketing. 16 (4); 29-56.
Lim, J.S., Hwang, Y.C., Kim, S., Biocca, F.A. (2015). How social media engagement leads to sorts channel loyalty: mediating roles of social presence and channel commitment. Computers in Human Behaviour. 46; 158-167.
Mikalef, P., Giannakos, M., Pateli, A. (2013). Shopping and word-of-mouth intentions on social media. Journal of Theoretical and Applied Electronic Commerce Research. 8(1); 17-34.
Miyazaki, A.D., Fernandez, A. (2001). Consumer perceptions of privacy and security risks for online shopping. The Journal of Consumer Affairs. 35(1); 27-44.
Ngo, L., V., O'Cass, A. (2011). The relationship between business orientations and brand performance: A cross-national perspective. Asia Pacific Journal of Marketing and Logistics. 23(5); 684-713.
Owino J., Cherotih M., Karuri W., Gitonga V., Kimuya L., Kaumbulu, K. (2016). The Influence of Social Media on Brand Equity in Kenyan Banking Industry. Journal of Business and Finance Management Research. 2(1); 001-005.
Pennanen, K., Tiainen, T., Luomala, H. (2007). A qualitative exploration of a consumer’s valuebased e-trust building process: a framework development. Qualitative Market Research: An International Journal, 10 (1); 28-47.
Rios, R.E., Riquelme, H.E. (2008). Brand equity for online companies. Marketing Intelligence and Planning. 26(7); 719-742.
Rohm, A., Velitchka, D., Kaltcheva, L.A. George, R.M. (2013). A mixed-method approach to examining brand-consumer interactions driven by social media. Journal of Research in Interactive Marketing. 7(4); 295-311.
Sanchez-Franco, M.J., Buitrago-Esquinas, E.M., Yniguez-Ovando, Wong, H.Y., Merrilees, B. (2015). An empirical study of the antecedents and conse-quences of brand engagement. Marketing Intelli-gence & Planning. 33 (4); 575 – 591.
Schivinski, B., Dabrowski., D. (2014) .The Effect of Social Media Communication on Consumer Perceptions of Brands. Journal of Marketing Communications.
Schivinski, B., Dabrowski., D. (2015). The impact of brand communication on brand equity through Fa-cebook. Journal of Research in Interactive Market-ing. 9 (1); 31-53..
See-To, E.W., Ho, K.K. (2014) .Value co-creation and purchase intention in social network sites: the role of electronic word-of-mouth and trust–a theoretical analysis. Computers in Human Behavior. 31; 182-189.
Siraj, S. (2016). Brand equity through customer en-gagement in social media: a critical review. Journal of Business and Management. 18 (8); 38-46.
Stojanovic, I., Andreu, L., Curras-Perez, R. (2018). Effects of the intensity of use of social media on brand equity: An empirical study in a tourist desti-nation. European Journal of Managementand Busi-ness Economics. European Journal of Management and Business Economics. 27 (1); 83-100.
Van Doorn, J., Lemon, K.N., Mittal, V., Nass, S., Pick, D., Pirner, P., Verhoef, P.C. (2010). Customer engagement behavior: theoretical foundations and research directons. Journal of Service Research. 13 (3); 253-266.
Vogel, V., Evanschitzky, H., Ramaseshan, B. (2008). “Customer Equity Drivers and Future Sales. Journal of Marketing. 72 (6); 98-108.
Yazdanparast, A., Joseph, M., Muniz, F. (2016). Con-sumer based brand equity in the 21st century: an examination of the role of social media marketing. Young Consumers, 17 (3); 243-255.

Abu-Rumman, A. H., Alhadid, A. Y. (2014). The Impact of Social Media Marketing on Brand Equity: An Empirical Study on Mobile Service Providers in Jordan. Review of Integrative Business and Economics Research. 3(1); 315-326.
Ahmadi, M., Davarpanah, M. (2011). Monitoring social media and its role in marketing, Fourth Conference on Media Engineering, Tehran (Persian).
Alsaad, A., Mohamad, R, and Ismail, N.A. (2017). The moderating role of trust in business to business electronic commerce adoption. Computers in Human Behaviour. 68; 157-169.
Barreda, A. (2014). Creating brand equity when using travel-related online social network Web sites. Journal of Vacation Marketing, 20(4); 365-379.
Beverland M., Napoli J., Lindgreen A. (2007). Industrial global brand leadership: A capabilities view. Industrial Marketing Management. 36(8); 1082-1093.
Bolton, R.N., Parasuraman, A., Hoefnagels, A., Migchels, N., Kabadayi, S., Gruber, T., Loureiro, Y.K. and Solnet, D. (2013). Understanding generation Y and their use of social media: a review and research agenda. Journal of Service Management. 24(3); 245-267.
Brown, M., Muchira, R. (2004). Investigating the relationship between internet privacy concerns and online purchase behavior. Journal of Electronic Commerce Research. 5 (1); 62-70.
Bruhn, M., Schoenmueller, V., Schafer, D.B. (2012). Are social media replacing traditional media in terms of brand equity creation?. Management Re-search Review. 35(9); 770-790.


Chahal, H., Rani, A. (2017). How trust moderates social media engagement and brand equity. Journal of Research in Interactive Marketing, 11 (3); 312-335.
De Chernatory, L., Segal-Horn, S. (2004). Identifying and Sustaining services Brands’Values. Journal of Marketing Communications, 10 (2); 73-93.
Dehdashti, Z., Taghavifard, M.T., Rostami, N. (2010). A Model for Measuring the Impact of Bank Brand Trust on Customer Loyalty Commitment. Iranian journal of management sciences. 20; 69-88. (Persian).
Dessart, L., Veloutsou, C., Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product and Brand Management. 24(1); 28-42.
Ebadati, N., Saroukhani, B., Farhangi, A.K. (2015). Impact of online brand community on brand performance and brand equity with an emphasis on the role of social capital (case study: Sony Media Production Company). Journal of social research, 33; 19-50. (Persian).
Enginkaya, E., Yılmaz, H. (2014). What drives consumers to interact with brands through social media? A motivation scale development study. Procedia – Social and Behavioral Sciences. 148; 219-226.
Feyz, D., Nik Abadi, M., Maleki, F. (2014). Effect of tendencies of using online social networks on brand performance by examining the mediating role of customer brand equity. Journal of New Marketing Research. 5 (3); 55-68. (Persian).
Habibi, M.R., Laroche, M., Richard, M.O. (2015). The role of brand community and community engagement in building brand trust on social media. Computers in Human Behaviour. 37; 152-161.
Hollebeek, L.D., Glynn, M.S., Brodie, R.J. (2014). Consumer brand engagement in social media: conceptualization, scale development and validation. Journal of Interactive Marketing. 28(2); 149-165.
Hutter, K., Hautz, J., Dennhardt, S., Fuller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on facebook. Journal of Product and Brand Management. 22 (6); 342-351.
Jalilvand. M., Samiei. N. (2012). The Effect of electronic word of mouth onbrand image and purchase intention: An empirical study in theautomobile industry in Iran, Journal of Marketing Intelligence & Planning, 30(4); 460-476.
Kaplan, A.M., Haenlein, M. (2010). Users of the world, unite! the challenges and opportunities of social media. Business Horizons. 53(1); 59-68.
Katler, P. & K. L. Keller (2006), Marketing Management, 12th Edition, Upper Saddle River, NJ: Prentice Hall.
Keller K.L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing. 57 (1); 1-22.
Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., Kannan, P.K. (2016). From social to sale: the effects of firm-generated content in social media on customer behavior. Journal of Marketing. 8(1);7-25.
Lee, J., Park, S. Y., Baek, I., Lee, C. S. (2008). The impact of the brand management system on brand performance in B–B and B–C environments. Industrial Marketing Management. 37 (7); 848-855.
Lehmann, D. R., Keller, K. L., Farley, J. U. (2008). The structure of survey-based brand metrics. Journal of International Marketing. 16 (4); 29-56.
Lim, J.S., Hwang, Y.C., Kim, S., Biocca, F.A. (2015). How social media engagement leads to sorts channel loyalty: mediating roles of social presence and channel commitment. Computers in Human Behaviour. 46; 158-167.
Mikalef, P., Giannakos, M., Pateli, A. (2013). Shopping and word-of-mouth intentions on social media. Journal of Theoretical and Applied Electronic Commerce Research. 8(1); 17-34.
Miyazaki, A.D., Fernandez, A. (2001). Consumer perceptions of privacy and security risks for online shopping. The Journal of Consumer Affairs. 35(1); 27-44.
Ngo, L., V., O'Cass, A. (2011). The relationship between business orientations and brand performance: A cross-national perspective. Asia Pacific Journal of Marketing and Logistics. 23(5); 684-713.
Owino J., Cherotih M., Karuri W., Gitonga V., Kimuya L., Kaumbulu, K. (2016). The Influence of Social Media on Brand Equity in Kenyan Banking Industry. Journal of Business and Finance Management Research. 2(1); 001-005.
Pennanen, K., Tiainen, T., Luomala, H. (2007). A qualitative exploration of a consumer’s valuebased e-trust building process: a framework development. Qualitative Market Research: An International Journal, 10 (1); 28-47.
Rios, R.E., Riquelme, H.E. (2008). Brand equity for online companies. Marketing Intelligence and Planning. 26(7); 719-742.
Rohm, A., Velitchka, D., Kaltcheva, L.A. George, R.M. (2013). A mixed-method approach to examining brand-consumer interactions driven by social media. Journal of Research in Interactive Marketing. 7(4); 295-311.
Sanchez-Franco, M.J., Buitrago-Esquinas, E.M., Yniguez-Ovando, Wong, H.Y., Merrilees, B. (2015). An empirical study of the antecedents and conse-quences of brand engagement. Marketing Intelli-gence & Planning. 33 (4); 575 – 591.
Schivinski, B., Dabrowski., D. (2014) .The Effect of Social Media Communication on Consumer Perceptions of Brands. Journal of Marketing Communications.
Schivinski, B., Dabrowski., D. (2015). The impact of brand communication on brand equity through Fa-cebook. Journal of Research in Interactive Market-ing. 9 (1); 31-53..
See-To, E.W., Ho, K.K. (2014) .Value co-creation and purchase intention in social network sites: the role of electronic word-of-mouth and trust–a theoretical analysis. Computers in Human Behavior. 31; 182-189.
Siraj, S. (2016). Brand equity through customer en-gagement in social media: a critical review. Journal of Business and Management. 18 (8); 38-46.
Stojanovic, I., Andreu, L., Curras-Perez, R. (2018). Effects of the intensity of use of social media on brand equity: An empirical study in a tourist desti-nation. European Journal of Managementand Busi-ness Economics. European Journal of Management and Business Economics. 27 (1); 83-100.
Van Doorn, J., Lemon, K.N., Mittal, V., Nass, S., Pick, D., Pirner, P., Verhoef, P.C. (2010). Customer engagement behavior: theoretical foundations and research directons. Journal of Service Research. 13 (3); 253-266.
Vogel, V., Evanschitzky, H., Ramaseshan, B. (2008). “Customer Equity Drivers and Future Sales. Journal of Marketing. 72 (6); 98-108.
Yazdanparast, A., Joseph, M., Muniz, F. (2016). Con-sumer based brand equity in the 21st century: an examination of the role of social media marketing. Young Consumers, 17 (3); 243-255.

Abu-Rumman, A. H., Alhadid, A. Y. (2014). The Impact of Social Media Marketing on Brand Equity: An Empirical Study on Mobile Service Providers in Jordan. Review of Integrative Business and Economics Research. 3(1); 315-326.
Ahmadi, M., Davarpanah, M. (2011). Monitoring social media and its role in marketing, Fourth Conference on Media Engineering, Tehran (Persian).
Alsaad, A., Mohamad, R, and Ismail, N.A. (2017). The moderating role of trust in business to business electronic commerce adoption. Computers in Human Behaviour. 68; 157-169.
Barreda, A. (2014). Creating brand equity when using travel-related online social network Web sites. Journal of Vacation Marketing, 20(4); 365-379.
Beverland M., Napoli J., Lindgreen A. (2007). Industrial global brand leadership: A capabilities view. Industrial Marketing Management. 36(8); 1082-1093.
Bolton, R.N., Parasuraman, A., Hoefnagels, A., Migchels, N., Kabadayi, S., Gruber, T., Loureiro, Y.K. and Solnet, D. (2013). Understanding generation Y and their use of social media: a review and research agenda. Journal of Service Management. 24(3); 245-267.
Brown, M., Muchira, R. (2004). Investigating the relationship between internet privacy concerns and online purchase behavior. Journal of Electronic Commerce Research. 5 (1); 62-70.
Bruhn, M., Schoenmueller, V., Schafer, D.B. (2012). Are social media replacing traditional media in terms of brand equity creation?. Management Re-search Review. 35(9); 770-790.


Chahal, H., Rani, A. (2017). How trust moderates social media engagement and brand equity. Journal of Research in Interactive Marketing, 11 (3); 312-335.
De Chernatory, L., Segal-Horn, S. (2004). Identifying and Sustaining services Brands’Values. Journal of Marketing Communications, 10 (2); 73-93.
Dehdashti, Z., Taghavifard, M.T., Rostami, N. (2010). A Model for Measuring the Impact of Bank Brand Trust on Customer Loyalty Commitment. Iranian journal of management sciences. 20; 69-88. (Persian).
Dessart, L., Veloutsou, C., Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product and Brand Management. 24(1); 28-42.
Ebadati, N., Saroukhani, B., Farhangi, A.K. (2015). Impact of online brand community on brand performance and brand equity with an emphasis on the role of social capital (case study: Sony Media Production Company). Journal of social research, 33; 19-50. (Persian).
Enginkaya, E., Yılmaz, H. (2014). What drives consumers to interact with brands through social media? A motivation scale development study. Procedia – Social and Behavioral Sciences. 148; 219-226.
Feyz, D., Nik Abadi, M., Maleki, F. (2014). Effect of tendencies of using online social networks on brand performance by examining the mediating role of customer brand equity. Journal of New Marketing Research. 5 (3); 55-68. (Persian).
Habibi, M.R., Laroche, M., Richard, M.O. (2015). The role of brand community and community engagement in building brand trust on social media. Computers in Human Behaviour. 37; 152-161.
Hollebeek, L.D., Glynn, M.S., Brodie, R.J. (2014). Consumer brand engagement in social media: conceptualization, scale development and validation. Journal of Interactive Marketing. 28(2); 149-165.
Hutter, K., Hautz, J., Dennhardt, S., Fuller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on facebook. Journal of Product and Brand Management. 22 (6); 342-351.
Jalilvand. M., Samiei. N. (2012). The Effect of electronic word of mouth onbrand image and purchase intention: An empirical study in theautomobile industry in Iran, Journal of Marketing Intelligence & Planning, 30(4); 460-476.
Kaplan, A.M., Haenlein, M. (2010). Users of the world, unite! the challenges and opportunities of social media. Business Horizons. 53(1); 59-68.
Katler, P. & K. L. Keller (2006), Marketing Management, 12th Edition, Upper Saddle River, NJ: Prentice Hall.
Keller K.L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing. 57 (1); 1-22.
Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., Kannan, P.K. (2016). From social to sale: the effects of firm-generated content in social media on customer behavior. Journal of Marketing. 8(1);7-25.
Lee, J., Park, S. Y., Baek, I., Lee, C. S. (2008). The impact of the brand management system on brand performance in B–B and B–C environments. Industrial Marketing Management. 37 (7); 848-855.
Lehmann, D. R., Keller, K. L., Farley, J. U. (2008). The structure of survey-based brand metrics. Journal of International Marketing. 16 (4); 29-56.
Lim, J.S., Hwang, Y.C., Kim, S., Biocca, F.A. (2015). How social media engagement leads to sorts channel loyalty: mediating roles of social presence and channel commitment. Computers in Human Behaviour. 46; 158-167.
Mikalef, P., Giannakos, M., Pateli, A. (2013). Shopping and word-of-mouth intentions on social media. Journal of Theoretical and Applied Electronic Commerce Research. 8(1); 17-34.
Miyazaki, A.D., Fernandez, A. (2001). Consumer perceptions of privacy and security risks for online shopping. The Journal of Consumer Affairs. 35(1); 27-44.
Ngo, L., V., O'Cass, A. (2011). The relationship between business orientations and brand performance: A cross-national perspective. Asia Pacific Journal of Marketing and Logistics. 23(5); 684-713.
Owino J., Cherotih M., Karuri W., Gitonga V., Kimuya L., Kaumbulu, K. (2016). The Influence of Social Media on Brand Equity in Kenyan Banking Industry. Journal of Business and Finance Management Research. 2(1); 001-005.
Pennanen, K., Tiainen, T., Luomala, H. (2007). A qualitative exploration of a consumer’s valuebased e-trust building process: a framework development. Qualitative Market Research: An International Journal, 10 (1); 28-47.
Rios, R.E., Riquelme, H.E. (2008). Brand equity for online companies. Marketing Intelligence and Planning. 26(7); 719-742.
Rohm, A., Velitchka, D., Kaltcheva, L.A. George, R.M. (2013). A mixed-method approach to examining brand-consumer interactions driven by social media. Journal of Research in Interactive Marketing. 7(4); 295-311.
Sanchez-Franco, M.J., Buitrago-Esquinas, E.M., Yniguez-Ovando, Wong, H.Y., Merrilees, B. (2015). An empirical study of the antecedents and conse-quences of brand engagement. Marketing Intelli-gence & Planning. 33 (4); 575 – 591.
Schivinski, B., Dabrowski., D. (2014) .The Effect of Social Media Communication on Consumer Perceptions of Brands. Journal of Marketing Communications.
Schivinski, B., Dabrowski., D. (2015). The impact of brand communication on brand equity through Fa-cebook. Journal of Research in Interactive Market-ing. 9 (1); 31-53..
See-To, E.W., Ho, K.K. (2014) .Value co-creation and purchase intention in social network sites: the role of electronic word-of-mouth and trust–a theoretical analysis. Computers in Human Behavior. 31; 182-189.
Siraj, S. (2016). Brand equity through customer en-gagement in social media: a critical review. Journal of Business and Management. 18 (8); 38-46.
Stojanovic, I., Andreu, L., Curras-Perez, R. (2018). Effects of the intensity of use of social media on brand equity: An empirical study in a tourist desti-nation. European Journal of Managementand Busi-ness Economics. European Journal of Management and Business Economics. 27 (1); 83-100.
Van Doorn, J., Lemon, K.N., Mittal, V., Nass, S., Pick, D., Pirner, P., Verhoef, P.C. (2010). Customer engagement behavior: theoretical foundations and research directons. Journal of Service Research. 13 (3); 253-266.
Vogel, V., Evanschitzky, H., Ramaseshan, B. (2008). “Customer Equity Drivers and Future Sales. Journal of Marketing. 72 (6); 98-108.
Yazdanparast, A., Joseph, M., Muniz, F. (2016). Con-sumer based brand equity in the 21st century: an examination of the role of social media marketing. Young Consumers, 17 (3); 243-255.
Human and Information Interaction
Volume 5, Issue 4
Winter 2019
Pages 77-89