The role of influencer marketing in building rural brand equity among generation Y customers

The role of influencer marketing in building rural brand equity among generation Y customers

In the current fast paced competitive digital marketing era, businesses explore every possibility to differentiate their brand, retain customers and remain resilient. Contrary to the popular usage of conventional celebrity endorsements, modern businesses are often turning to social media influencers...

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Bibliographic Details
Main Authors: Oratilwe Penwell Mokoena, Solly Matshonisa Seeletse
Format: Article
Language:English
Published: Institute of Industry and Academic Research Incorporated 2024-12-01
Series:International Journal of Academe and Industry Research
Subjects:
generation y
brand loyalty
brand equity
influencer marketing
Online Access:https://iiari.org/journal_article/the-role-of-influencer-marketing-in-building-rural-brand-equity-among-generation-y-customers/
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https://iiari.org/journal_article/the-role-of-influencer-marketing-in-building-rural-brand-equity-among-generation-y-customers/

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