SNS marketing activities as a sustainable competitive advantage and traditional market equity

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SNS marketing activities as a sustainable competitive advantage and traditional market equity

Wang, Huanzhang; Ko, Eunju; Woodside, Arch; Yu, Jihye

Journal of business research, 06/2021, Volume: 130

Journal Article

This study investigated whether social networking site (SNS) marketing activities are helpful in improving sales in traditional markets. For this purpose, we applied customer equity drivers (value equity, brand equity, and relationship equity) to test whether SNS marketing activities improve the overall customer outcome. The influences of customer equity drivers on customer loyalty intention and traditional market future performance were tested. The results showed that SNS marketing activities help to improve customer equity and customer equity improves customer loyalty intention and future sales.

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Wang, Huanzhang | Ko, Eunju | Woodside, Arch | Yu, Jihye

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