The Effect of Social Media Marketing on Brand Equity of Community Enterprise in Kalasin Provice
Keywords:
Social Media Marketing, Brand EquityAbstract
The purposes of this research were: to test social media marketing on brand equity of community enterprise in Kalasin Provice. Collecting data from 224 community enterprise in Kalasin Provice and a set of questionnaires were the research tool. Statistics used for data analysis were mean, standard deviation, multiple correlation analysis, and multiple regression analysis. The results revealed the following findings; 1) community enterprise had opinions about social media marketing both in general and in each aspect at a high level, and community enterprise had opinions about brand equity both in general and in each aspect at a high level. 2) social media marketing consists of entertainment, interaction, perceived risk, customization, trendiness had positive relationship and impact on brand equity.
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