Processing applications
Knowledge Transfer Mechanisms in Electronic Word of Mouth Campaigns: Implications for Brand Equity

Azadeh Darvish; Fereshteh Lotfizadeh; Kambiz Heidarzadeh; Rahim Mohtaram

Volume 4, Issue 1 , December 2023, , Pages 132-149

https://doi.org/10.22034/kps.2022.357430.1045

Abstract
  This paper explores the intricate mechanisms underlying knowledge transfer in Electronic word-of-mouth (eWOM) campaigns and their far-reaching implications for brand equity in the digital era. The aim is to interpret how eWOM channels facilitate the strategies that can optimize knowledge transfer in ...  Read More

The Effect of Social Media Marketing on Brand Equity Based on Customer Behavior

Fatemeh Farahmand

Volume 2, Issue 2 , May 2022, , Pages 22-30

https://doi.org/10.22034/kps.2022.149696

Abstract
  Purpose: The purpose of this study is to create Brand equity by using social media marketing and the structural equation method. The target society is the users of Telegram and Instagram networks of Samsung mobile phones.Method: In this research, an unlimited sampling method has been used to collect ...  Read More