Exploring tourism-generated social media communication, brand equity, satisfaction, and loyalty: A PLS-SEM-based multi-sequential approach
Although social media-based brand equity has become a vital area of interest for brand managers, insights into its destination-based dynamics and applications remain scarce, specifically in the destination brand context. To address this gap, we develop and test a theoretical model to investigate the...
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| Main Authors: | , , , , , , |
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| Format: | Article |
| Published: |
2022
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| Online Access: | http://scholars.utp.edu.my/id/eprint/33962/ https://www.scopus.com/inward/record.uri?eid=2-s2.0-85135761057&doi=10.1177%2f13567667221118651&partnerID=40&md5=1fc77aa070bcd41f855493aa00bb4ccf |
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