Does E‐Brand experience matter in the consumer market? Explaining the impact of social media marketing activities on consumer‐based brand equity and love

The present study aims to examine the influence of perceived social media marketing activities (SMMAs) on the consumer‐based brand equity and brand love and to analyze the mediating role of E‐brand experience (EBE) between SMMAs and brand equity and between SMMAs and brand love. The data for the present study is collected from 441 Chinese consumers having exposure to the social media brand page through a structured questionnaire. The data is...