@inproceedings{9d7dadf7fbf24529aa88f3bbb2d8d175,
title = "The role of information, experience and participation in building brand equity on social media",
abstract = "Social media has changed the interactive mode between business and customer, which are important factors contributing to marketing 3.0. This study is to understand how to use social media as a marketing tool to build brand for social media users, considering the influence of friends. This study used online questionnaires to collect data, and to verify the impact of these factors on brand trust, brand loyalty and brand equity. The study found the information, experience, and participation could influence brand equity through brand trust and brand loyalty.",
keywords = "Brand equity, Experience, Information, Participation, Social media",
author = "Jin, {Bih Huang} and Yung-Ming Li",
note = "Publisher Copyright: {\textcopyright} Springer International Publishing Switzerland 2016.; World Conference on Information Systems and Technologies, WorldCIST 2016 ; Conference date: 22-03-2016 Through 24-03-2016",
year = "2016",
doi = "10.1007/978-3-319-31232-3_4",
language = "English",
isbn = "9783319312316",
series = "Advances in Intelligent Systems and Computing",
publisher = "Springer Verlag",
pages = "39--45",
editor = "Teixeira, {Marcelo Mendonca} and Correia, {Ana Maria} and Hojjat Adeli and Alvaro Rocha and Reis, {Luis Paulo}",
booktitle = "New Advances in Information Systems and Technologies",
address = "德國",
}