The impact of social media marketing dimensions and customer brand involvement on brand equity in South African banks
The study investigated the impact of social media marketing (SMM) dimensions on brand equity in South African banks. Previous literature has focused on sectors such as the food industry, restaurant industry, and beverage industry; however, few studies have examined the impact of SMM dimensions on br...
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| Principais autores: | , , , |
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| Format: | Artigo |
| Sprog: | Inglês |
| Udgivet: |
ERRCD Forum
2026-03-01
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| Serier: | Interdisciplinary Journal of Management Sciences |
| Fag: | |
| Online adgang: | https://pubs.ufs.ac.za/index.php/ijms/article/view/2322 |
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