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The Impact of Social Media Marketing Communications on Consumer Response During the COVID-19: Does the Brand Equity of a University Matter?

Ahmad Ibrahim Aljumah, Mohammed T. Nuseir, Muhammad Turki Alshurideh

2021Studies in systems, decision and control64 citationsDOI

Topics & Concepts

Brand equityStructural equation modelingMarketingBusinessBrand awarenessPerceptionAdvertisingMarketing communicationSocial mediaBrand managementPsychologyPolitical scienceLawStatisticsMathematicsNeuroscienceOrganizational and Employee PerformanceDigital Marketing and Social MediaTechnology Adoption and User Behaviour
The Impact of Social Media Marketing Communications on Consumer Response During the COVID-19: Does the Brand Equity of a University Matter? | Litcius