Assessing the influence of social media functionalities on consumer brand equity.
Mosunmola AkinbodeOladele KehindeAgboola MayowaPublished in: IC4E (2018)
Keyphrases
- social media
- social media streams
- purchase intention
- information diffusion
- brand image
- social networks
- learning algorithm
- viral marketing
- online shopping
- electronic commerce
- social networking
- social influence
- factors influencing
- big data
- consumer behavior
- real world events
- online social networks
- user generated content
- case study
- website
- search engine
- online consumer
- data mining