Exploring Gen Z Social Media Marketing Engagement on Brand Experience, Brand Equity, and Brand Trust: The Context of Muslim Fashion
Objective: This research aims to analyze how social media marketing activities (SMMA) affect brand equity in Muslim fashion brands among Gen Z. Additionally, the study aims to determine the mediating role of brand experience and brand trust in the relationship between SMMA and brand equity. Design...
| Published in: | Jurnal Manajemen Teori dan Terapan |
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| Main Authors: | , |
| Format: | Article |
| Language: | English |
| Published: |
Universitas Airlangga
2023-12-01
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| Subjects: | |
| Online Access: | https://e-journal.unair.ac.id/JMTT/article/view/48761 |