Building customer equity through trust in social networking sites: A perspective from Thai consumers

Journal of Research in Interactive Marketing

Volumn 9, Issue 2, 2015, Pages 148-166

  Kananukul, Chawanuan ^a   Jung, Sojin ^b   Watchravesringkan, Kittichai ^c  

^a BURAPHA UNIVERSITY   (Thailand)

^b HONG KONG POLYTECHNIC UNIVERSITY   (Hong Kong)

^c UNIVERSITY OF NORTH CAROLINA AT GREENSBORO   (United States)

Author keywords

Brand equity; Consumer behavior; Consumer loyalty; Relationship marketing; Social media marketing; Social networking sites

Indexed keywords

EID: 84930145438     PISSN: 20407122     EISSN: None     Source Type: Journal    
DOI: 10.1108/JRIM-03-2014-0019     Document Type: Article

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