How Social Media Impacts Brand Value: The Mediating Role of Customer Satisfaction
The growing popularity of social media platforms has increased brand investments in social media marketing. However, it is not clear whether and how social media marketing leads to the creation of value for consumers and brands; therefore, we investigate how marketer and user-generated content on s...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Asociación de Directivos Superiores de Administración, Negocios o Empresariales de Chile A.G. (ASFAE)
2020-07-01
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| Series: | Multidisciplinary Business Review |
| Subjects: | |
| Online Access: | https://journalmbr.net/index.php/mbr/article/view/531 |