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The Role of Social Media Marketing on Brand Equity – A Literature Review

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The Role of Social Media Marketing on Brand Equity – A Literature Review

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Abstract

The purpose of this study is to summarize the past researchers about the impact of social media marketing on consumer-based brand equity and finding out gaps in knowledge. Although there is a large body of researches in social media marketing, little researches have been done on this topic. The limited awareness of using social media as a strategic tool limited business firms in utilizing it appropriately. Addressing this gap, this review paper summarises the scattered scholar’s writings and empirical findings on social media marketing (SMM) and consumer-based brand equity (CBBE). This research contributes to the academia and industry by identifying some research voids in extant study and providing directions for future researches.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Nisha Anupama Jayasuriya. 2018. "The Role of Social Media Marketing on Brand Equity – A Literature Review". Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 18 (GJMBR Volume 18 Issue E5).

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords
Classification
GJMBR-E Classification JEL Code: M39
Version of record
v1.2

Issue date
July 14, 2018

Language
English
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The Role of Social Media Marketing on Brand Equity – A Literature Review

Nisha Jayasuriya
Nisha Jayasuriya Management and Science University, Malaysia, Sri Lanka Institute of Information Technology, Sri Lanka,