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Social media marketing in the digital age: empower consumers to win big?
Sajjaad Moedeen 
,
Eugene Cheng-Xi Aw ,
Mohammad Alryalat,
Garry Wei-Han Tan ,
Tat-Huei Cham ,
Keng-Boon Ooi,
Yogesh Dwivedi
,
Eugene Cheng-Xi Aw ,
Mohammad Alryalat,
Garry Wei-Han Tan ,
Tat-Huei Cham ,
Keng-Boon Ooi,
Yogesh Dwivedi
Asia Pacific Journal of Marketing and Logistics, Volume: 36, Issue: 1, Pages: 66 - 84
Swansea University Author:
Yogesh Dwivedi
-
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DOI (Published version): 10.1108/apjml-09-2022-0784
Abstract
Social media marketing in the digital age: empower consumers to win big?
| Published in: | Asia Pacific Journal of Marketing and Logistics |
|---|---|
| ISSN: | 1355-5855 |
| Published: |
Emerald
|
| Online Access: |
Check full text
|
| URI: | https://cronfa.swan.ac.uk/Record/cronfa63699 |
| Tags: |
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| Keywords: |
Brand equity, brand experience, consumer empowerment, self-congruity, social media marketing,electronic commerce |
|---|---|
| College: |
Faculty of Humanities and Social Sciences |
| Issue: |
1 |
| Start Page: |
66 |
| End Page: |
84 |