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SOCIAL MEDIA MARKETING AND CONSUMER BASED BRAND EQUITY: A REVIEW OF LITERATURE
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Author(s):
MOHAMMAD FURQAN KHAN, DR. ANISA JAN
Vol - 8, Issue- 1 ,
Page(s) : 427 - 433
(2017 )
DOI : https://doi.org/10.32804/IRJMST
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Abstract
This paper is an effort to explore the literature on the studies that have been conducted to investigate the relationship between social media marketing and brand equity. A detailed review of literature resulted in identification of various themes, based on the variables identified and context of the study. This review led to the various insights that are discussed in the conclusion section of the paper.
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