Examining the Impact of User-Generated Content and Firm-Generated Content on Brand Equity and Purchase Intention: A Study of Instagram Pages of Real Estate Developers in Egypt
Real estate developers are increasingly looking for new ways to communicate with their target audience. Social media platforms, through their engagement characteristics, have enabled these businesses to develop two-way engagement with their target audience. This study looks into how content created...
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| Format: | Artigo |
| Sprache: | Árabe |
| Veröffentlicht: |
Faculty of Commerce, Port Said University
2025-07-01
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| Schriftenreihe: | Maǧallaẗ Al-Buḥūṯ Al-Mālīyyaẗ wa Al-Tiğāriyyaẗ |
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| Online-Zugang: | https://jsst.journals.ekb.eg/article_424510_e74d2fd6ff89a23246d2bf30d096e00b.pdf |
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