Management Research in Iran

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Author = Naeli, Maryam

Number of Articles: 1
The Impact of Social Media Marketing Activities On Customer Equity of Luxury Brands A Study of Dorsa Brand

Zohreh Dehdashti Shahrokh; Maryam Naeli

Volume 24, Issue 1 , March 2020, , Pages 33-57

Abstract
  The global development of social media and the acceptance of luxury products among Iranian customers have significant effects on the marketing activities of luxury brands and their customer equity. The objective of this research is to examine the effect of Social Media Marketing(SMM) ...  Read More