The Influence of Social Media on Brand Equity in Kenyan Banking Industry
Volume: 2, Issue: 1, Pages: 1 - 5
Published: Jan 27, 2016
Abstract
The purpose of the study was to determine the influence of social media on brand equity in the banking industry in Kenya. The brand equity elements assessed were perceived quality, awareness and loyalty. Descriptive cross-sectional survey was used in the study. The target population was undergraduate business students aged between 18 and 30 years; with internet-enabled mobile handsets and a bank account. The sample size was 379 students....
Paper Details
Title
The Influence of Social Media on Brand Equity in Kenyan Banking Industry
Published Date
Jan 27, 2016
Volume
2
Issue
1
Pages
1 - 5
Citation AnalysisPro
You’ll need to upgrade your plan to Pro
Looking to understand the true influence of a researcher’s work across journals & affiliations?
- Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
- Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.
Notes
History