Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience - Zollo, Lamberto; Filieri, Raffaele; Rialti, Riccardo; Yoon, Sukki (Journal of business research, 2020)
Keywords: Brand equity; Brand experience; Business administration; Humanities and Social Sciences; Luxury brands; Millennials; Online community; Social media marketing; Social media marketing; Online community; Millennials; Brand equity; Brand experience; Luxury brands