Social tagging is a new way to share and categorize online content that enables users to express their thoughts, perceptions, and feelings with respect to diverse concepts. In social tagging, content is connected through usergenerated keywords—“tags”—and is readily searchable through these tags. The rich associative information that social tagging provides marketers new opportunities to infer b...

This study aims to investigate the relationship between social media marketing practices and customer response with consideration of mediating role brand equity dimensions through structural equation modeling in an empirical case study. Data are analyzed using modeling. The following findings found: results show that there is a significant survey sample. Additionally, hypothesis about also supp...

This article aims to determine the effect on relationship between social media marketing and brand equity moderated by experience with aim of studying Uniqlo luxury users. A review search literature was carried out in an effort identify variables used construct conceptual model. The expected findings are whether there is same as previous research if it Indonesia where has a positive impact user...

INTRODUCTION Brand equity and consumer loyalty play a role in continued purchasing behaviour; however, this research has largely focused on non-addictive products without counter-marketing tactics. We examined the impact of brand equity (price premium, market share) and consumer loyalty (switching rates) on smoking cessation (discontinued cigarette purchases for 1 year) among smokers in a consu...