Examining the efficacy of brand social media communication: A consumer perspective

Keyphrases

• Brand Attitude 25%
• Brand Building 25%
• Brand Trust 50%
• Brand Value 25%
• Brand Value Co-creation 25%
• Building Tools 25%
• Communication Influence 25%
• Consumer Brand Perceptions 25%
• Consumer Brands 25%
• Consumer Evaluation 25%
• Consumer Perspective 100%
• Consumer Survey Data 25%
• Consumer Willingness to Pay 25%
• Marketing Investment 25%
• Social Media Branding 100%
• Social Media Communication 100%
• Two-pathway 25%
• US Consumers 25%
• Value Enhancement 25%
• Willingness to Pay Premium 25%

Economics, Econometrics and Finance

• Brand Equity 100%
• Value Creation 50%
• Willingness to Pay 50%

Social Sciences

• Media Communication 100%
• Survey Analysis 25%
• USA 25%
• Willingness-to-Pay 25%