Browsing Theses (Master's and Ph.D) – Business and Economics by Subject "Word of Mouth"

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Effect of Social Media Marketing on Consumer Based Brand Equity and Word of Mouth: A Case Study of Eastern Mediterranean University

Sagynbekova, Sabira (Eastern Mediterranean University (EMU) - Doğu Akdeniz Üniversitesi (DAÜ), 2016)

This study sought to analyze the effects of social media communication in terms of user-generated and firm created social media communication on brand equity and word of mouth. The research took place within the scope of ...