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- Tác giả: Nguyễn Gia An
- Thông tin XB: TP Hồ Chí Minh: Trường Đại học Ngoại thương, 2024
- Mô tả vật lý: 127 p.
- Tóm tắt: The rapid growth of social media platforms has transformed the way businesses engage with consumers. Social media marketing activities (SMMAs) have become crucial for enhancing brand equity and perceived quality, ultimately influencing consumers' willingness to pay a premium price. This study investigates the impact of SMMAs on the purchasing behavior of consumers in the Vietnamese market, specifically focusing on the skincare industry. By understanding these dynamics, businesses can optimize their ...
- Từ khóa: Social Media Marketing Activities (SMMAs); Brand Equity; Perceived Quality; Willingness to Pay Premium Price
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