Assessing the Influence of Social Media Functionalities on Consumer Brand Equity
This research is aimed at assessing the influence of social media functionalities on brand equity dimensions. This study focused on assessing the effect of two dimensions of social media functionalities (Conversation and Sharing functionalities) of Honey Comb Model  on the four dimensions of customer based brand equity of . The data for this study were collected through online survey...
Published at ACM International Conference Proceeding Series
Published in 2018
Mosunmola, A., Kehinde, O., Mayowa, A.
Adeyeye (Formerly Akinbode) Mosunmola » Dr. Mosunmola Akinbode is a Lecturer, researcher and Digital Marketing Consultant in the Department of Business Management, Marketing Unit. She is a Doctor of Marketing and Entrepreneurship. Her research interest are in Digital Marketing, Social Marketing, Environmental Sustainability Marketing, Business Analytics, Consumer Lifestyle, Customer Relationship Marketing, Entrepreneurial Marketing,... view full profile
Competing in the Digital Age through Business and Economics: E-Commerce and ICT Infrastructure of Africa In the Digital Age.