(2018-07-14) Jayasuriya, N. A; Azam, S. M. F; Khatibi, A; Atan, H; Dharmaratne, I. R
The purpose of this study is to summarize the past
researchers about the impact of social media marketing on
consumer-based brand equity and finding out gaps in
knowledge. Although there is a large body of researches in
social media marketing, little researches have been done on
this topic. The limited awareness of using social media as a
strategic tool limited business firms in utilizing it appropriately.
Addressing this gap, this review paper summarises the
scattered scholar's writings and empirical findings on social
media marketing (SMM) and consumer-based brand equity
(CBBE). This research contributes to the academia and
industry by identifying some research voids in extant study and
providing directions for future researches.
