Social media marketing strategy: The impact of firm generated content on customer based brand equity in retail industry

Q1 Business, Management and Accounting

Journal of Marketing Communications Pub Date : 2024-01-07 DOI:10.1080/13527266.2023.2300076

Ghaith Al-Abdallah, Rojan Barzani, Ala’ Omar Dandis, Mohammad Al Haj Eid

引用次数: 0

Abstract

This study aims to investigate the influence of firm-generated content (FGC) on Carrefour’s consumer-based brand equity (CBBE) within the Middle Eastern context, with a particular focus on the Kurd...

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社交媒体营销战略：公司生成的内容对零售业基于客户的品牌资产的影响

本研究旨在探讨在中东地区，企业生成的内容（FGC）对家乐福基于消费者的品牌资产（CBBE）的影响，尤其关注库尔德地区的消费者对家乐福品牌资产的需求。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Marketing Communications Business, Management and Accounting-Business and International Management

CiteScore

7.70

自引率

0.00%

发文量

期刊介绍： The Journal of Marketing Communications is a double-blind peer-reviewed journal devoted to publishing research papers and information concerning all aspects of marketing and corporate communication, branding both corporate and product-related, and promotion management. It is a channel for discussing issues such customer relationship management, integrated marketing communication, together with behavioural foundations of marketing communications and promotion management. The Journal will also consider papers in internal marketing and in the corporate communications domain.