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The impact of social media brand communication on consumer-based brand equity dimensions through Facebook in fast moving consumer goods: The case of Egypt
2018
Journal of Business & Retail Management Research
The purpose of this paper is to examine the impact of firm-created and user-generated social media brand communication on five consumer-based brand equity (CBBE) dimensions through Facebook on the Egyptian fast-moving consumer goods (FMCG) industry. This paper used quantitative approach, which consists of distributing, collecting, and analyzing large-scale questionnaire survey. Questionnaires were administered personally and electronically distributed. Data were collected from 400 customers
doi:10.24052/jbrmr/v12is02/tiosmbcocbbedtfifmcgtcoe
fatcat:wrw2ohjyu5gdnervrltkefdrd4