Influence of Surveillance, Remuneration, and Social Interaction on Brand Equity Among Digital Consumers in Kota Kinabalu
Abstract
This study is to examine the relationship between surveillance, remuneration and social interaction and brand equity. Company now realised that building its brand is an important strategy to pursue. Traditionally, brand is promoted via marketing activities through newspaper and broadcasting channel. As digital era is advancing, the promotional activities are shifted through digital content such as Facebook, Twitter and Tik Tok. Digital media has now been widely used to enhance the company’s brand. This research utilized a quantitative research approach with data from online survey from a sample in Kota Kinabalu area. The result of the study showed that remuneration and social interaction have significant relationship with brand equity. The findings can serve as a guide for businesses in Kota Kinabalu to develop effective digital marketing and social media strategies for building brand equity. Overall, the research offers valuable understanding of how social media and digital marketing limitation shape brand equity in the digital landscape, helping businesses compete effectively. Future research can incorporate brand equity as a moderating variable to increase the effect of surveillance, remuneration and social interaction with purchase intention.
References
Abbas, U., Islam, K., Hussain, S., Baqir, M., & Muhammad, N. (2021). Impact of brand image on customer loyalty with the mediating role of customer satisfaction and brand awareness. International Journal of Marketing Research Innovation, 5(1), 1-15. https://doi.org/10.46281/ijmri.v5i1.987.
Ahmed, K., Adeel, A., Ali, R., & Rehman, R. U. (2019). Organizational democracy and employee outcomes: The mediating role of organizational justice. Business strategy & development, 2(3), 204-219.
Ahmed, S., & Ashfaq, A. (2021). The Impact of Social Media Marketing on Brand Equity: A Study on Fast Moving Consumer Goods in Pakistan. International Journal of Management Sciences and Business Research, 10(4), 22-37.
Aji, P., Nadhila, V., & Sanny, L. (2020). Effect of social media marketing on instagram towards purchase intention: evidence from indonesia’s ready-to-drink tea industry. International Journal of Data and Network Science, 91-104. https://doi.org/10.5267/ j.ijdns.2020.3.002.
Akturan, U. (2018). How does greenwashing affect green branding equity and purchase intention? empirical research. Marketing Intelligence &A Planning, 36(7), 809-824. https://doi.org/10.1108/mip-12-2017-0339.
Alhabash, S., Almutairi, N., Lou, C., & Kim, W. (2020). Influencer marketing, brand credibility and brand loyalty: A moderated mediation model. Journal of Interactive Advertising, 20(2), 99-112.
Altintas, G. & Imamoğlu, S. (2023). The relationship between social media, brand equity, and purchase intention. Journal of Global Strategic Management, 15(2), 65-75. https://doi.org/10.20460/jgsm.2022.303.
Aristana, I., Yudhistira, P., & Sasmita, M. (2022). The influence of brand image and brand trust on consumer loyalty (case study on consumers of pt citilink indonesia branch office denpasar). TRJ Tourism Research Journal, 6(1), 60. https://doi.org/10.30647/ trj.v6i1.129.
Arora, S., & Chakraborty, A. (2023). The influence of social media marketing on consumer purchase intention: A systematic literature review. Journal of Business Research, 155, 113366.
Arshad, M. (2019). Analyze the effect of customer-based brand equity on consumer’s purchase behavior: a case of branded garments city faisalabad. DCS. https://doi.org/10.7176/dcs/9-8-02.
Asenahabi, B. M. (2019). Basics of research design: A guide to selecting appropriate research design. International Journal of Contemporary Applied Research, 6(5), 76-89.
Buil, I., & Catalán, S. (2020). Brand equity creation through internal branding and employee performance. Journal of Product & Brand Management, 29(3), 283-294. https://doi.org/10.1108/JPBM-11-2019-2614.
Buil, I., Catalán, S., & Martínez, E. (2019). The influence of brand equity on consumer responses. Journal of Consumer Marketing, 36(1), 61-70. https://doi.org/10.1108/ JCM-05-2017-2227
Buil, I., Catalán, S., & Martínez, E. (2021). Loyalty program effectiveness in premium and luxury brands: Does the reward matter? Journal of Business Research, 132, 768-778. https://doi.org/10.1016/j.jbusres.2021.09.002.
Choi, Y. K., & Lee, M. (2022). Exploring antecedents of social media marketing effectiveness: Insights from brand equity and cultural perspectives. International Journal of Advertising, 41(4), 551-572.
DelVecchio, D., Henard, D. H., & Freling, T. H. (2020). The effects of sales promotion on post-promotion brand preference: A meta-analysis. Journal of Retailing, 96(1), 75-89. https://doi.org/10.1016/j.jretai.2019.12.005
Duffy, B. & Chan, N. K. (2018). “You never really know who’s looking”: Imagined surveillance across social media platforms. New media & Society, 21(1), 119-138.
Dwivedi, A., & Wilkie, D. (2022). The impact of social media on brand resonance and customer-based brand equity: Insights from Keller's CBBE model. Journal of Interactive Marketing, 60, 14-28. https://doi.org/10.1016/j.intmar.2022.06.003
Fontes, B A S M. (2018, October 1). Redes Sociais e Governança em Saúde.
Grégoire, Y., Laporte, S., & Legoux, R. (2021). When customer love turns into a nightmare: Devaluation over time and recovery. Journal of Marketing Research, 58(2), 348-369.
Guha, S., Mandal, A., & Kujur, F. (2021). The social media marketing strategies and its implementation in promoting handicrafts products: a study with special reference to eastern India. Journal of Research in Marketing and Entrepreneurship, 23(2), 339-364. https://doi.org/10.1108/jrme-07-2020-0097.
Gupta, S., Bohra, N. S., & Sherly, R. S. (2023). Role of Brand-Equity on Consumer Purchase Intention in Electronic Goods Industry. Journal of Informatics Education and Research, 3(1). https://doi.org/10.52783/jier.v3i1.47.
Habib, M. S. (2021). Qualitative and Quantitative Research Approaches.
Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2022). Navigating the new era of influencer marketing: How to be successful on Instagram, TikTok, & Co. Business Horizons, 65(6), 931-943.
Heidari, S., Zarei, M., Daneshfar, A., & Dokhanian, S. (2023). Increasing sales through social media marketing: the role of customer brand attachment, brand trust, and brand equity. Marketing and Management of Innovations, 14(1), 224-234. https://doi.org/10.21272/ mmi.2023.1-19.
Huang, R., & Sarstedt, M. (2023). Measuring customer-based brand equity: An updated application of Keller’s Brand Equity Model. Journal of Brand Strategy, 12(1), 15-29.
Huda, F., Thoyib, A., & Hadiwidjojo, D. (2022). Social media marketing’s effectiveness on purchase intention mediated by brand image and trust. Interdisciplinary Social Studies, 2(1). https://doi.org/10.55324/iss.v2i1.309.
Kim, J., & Choi, H. (2020). Impact of service recovery compensation on customer satisfaction and brand equity. Journal of Hospitality and Tourism Management, 44, 69-77. https://doi.org/10.1016/j.jhtm.2020.05.001.
Koay, K. Y., Ong, D. L. T., Khoo, K. L., & Yeoh, H. J. (2020). Perceived social media marketing activities and consumer-based brand equity. Asia Pacific Journal of Marketing and Logistics, 33(1), 53-72. https://doi.org/10.1108/apjml-07-2019-0453.
Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 30, 607-610.
Kumar, V., & Shah, D. (2020). Reinventing loyalty programs: How to earn customer loyalty and brand equity in a digital age. Journal of the Academy of Marketing Science, 48(4), 673-695. https://doi.org/10.1007/s11747-019-00679-4.
Lee, H., et al. (2020). The Influence of Social Media Platforms on Brand Perceptions: A Study of Kota Kinabalu Consumers. Journal of Digital Marketing, 15(4), 321-336.
Li, X., & Wang, L. (2019). The Impact of Social Media Marketing on Brand Equity: A Conceptual Framework and Empirical Evidence. Journal of Interactive Marketing, 47, 87-101.
Lim, J., Pham, P., & Heinrichs, J. (2020). Impact of social media activity outcomes on brand equity. Journal of Product & Brand Management, 29(7), 927-937. https://doi.org/10.1108/jpbm-03-2019-2298.
Liu, C., Zhang, Y., & Zhang, J. (2020). The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention. Journal of Product & Brand Management, 29(6), 783-801.
Majeed, M., Owusu-Ansah, M., & Ashmond, A. A. (2021). The influence of social media on purchase intention: The mediating role of brand equity. Cogent Business & Management, 8(1), 1944008.
Nguyen, N. P., Huynh, Q. P., & Nguyen, T. T. (2021). The influence of customer loyalty programs on brand equity: The mediating role of brand loyalty and brand awareness. Journal of Retailing and Consumer Services, 61, 102575. https://doi.org/10.1016/ j.jretconser.2021.102575
Nguyen, T. T., et al. (2024). Understanding Social Media Engagement: A Cross-Cultural Study. Journal of Consumer Behavior, 18(3), 321-335.
Okonkwo, P. N., & Wium, J. A. (2018). Impact of discounted professional fees on the risk exposure of civil and structural enginnering services consultants in South Africa.
Purnama, R., Chandara, A. G., & Ropidin, R. (2020). Analysis of brand equity dimensions, relationship marketing, brand equity on Panin Bonanza Program. Jurnal Akuntansi, Manajemen dan Ekonomi, 22(2), 1-11. https://doi.org/10.32424/1.jame. 2020.22.2.2761.
Putri, D. (2021). Digital marketing strategy to increase brand awareness and customer purchase intention (case study: ailesh green consulting). European Journal of Business Management and Research, 6(5), 87-93. https://doi.org/10.24018/ejbmr. 2021.6.5.1063.
Raut, U., Pawar, P., Brito, P., & Sisodia, G. (2019). Mediating model of brand equity and its application. Spanish Journal of Marketing - Esic, 23(2), 295-318. https://doi.org/10.1108/sjme-04-2019-0021.
Raza, M., Frooghi, R., Rani, S., & Qureshi, M. (2018). Impact of brand equity drivers on purchase intention: a moderating effect of entrepreneurial marketing. South Asian Journal of Management Sciences, 12(1), 69-92. https://doi.org/10.21621/ sajms.2018121.04.
Salkind, N. (2020). Normal distribution. Encyclopedia of Research Design.
Saputra, S. (2022). The influence of brand awareness, brand image, perceived quality and brand loyalty on brand equity in banking sector. Journal of Business Studies and Management Review, 5(2), 319-326.
Schivinski, B., Pontes, N., Czarnecka, B., Mao, W., Vita, J., & Stavropoulos, V. (2022). Effects of social media brand-related content on fashion products buying behaviour – a moderated mediation model. Journal of Product & Brand Management, 31(7), 1047-1062. https://doi.org/10.1108/jpbm-05-2021-3468.
Tajvidi, M., Wang, Y., Hajli, N., & Love, P. E. (2021). Brand value co-creation in social commerce: the role of interactivity, social support, and relationship quality. Computers in Human Behavior, 115, 105238. https://doi.org/10.1016/j.chb.2017 .11.006.
Turco, M. M., Juevesa, R. D., & Galigao, A. T. (2020). Business practices and customers satisfaction among motorcycle dealers in General Santos City. Open Journal of Business and Management, 9(1), 460-487.
Ul Hassan, M., Mahmood, Z., & Zaman, S. (2022). Linking CSR and brand performance through customer satisfaction, brand equity and corporate reputation: A mixed methods study of top Pakistani banks. Pakistan Journal of Commerce and Social Sciences (PJCSS), 16(4), 498-529.
Voorveld, H. A., Bronner, F., Neijens, P. C., & Smit, E. G. (2019). Developing an instrument to measure consumers' multimedia usage in the purchase process. International Journal of Advertising, 38(5), 701-724.
Wang, X., Tajvidi, M., Lin, X., & Hajli, N. (2020). Towards an ethical and trustworthy social commerce community for brand value co-creation: A trust-commitment perspective. Journal of Business Ethics, 167, 137-152.
Wang, Y., & Ghose, S. (2022). An empirical examination of Keller’s brand equity model in the context of digital marketing. Journal of Retailing and Consumer Services, 68, 102939. https://doi.org/10.1016/j.jretconser.2022.102939
Yi, Y., & Jeon, H. (2020). Effects of loyalty programs on customer loyalty and brand equity. Journal of Business Research, 117, 243-255. https://doi.org/10.1016/j.jbusres.2020. 05.034.
Zulfikar, T., Haqq, A., & Saepudin, D. (2022). Social media and non-personal communication for increasing brand equity and their implications towards customer value. Randwick International of Social Science Journal, 3(1), 142-152. https://doi.org/10.47175/ rissj.v3i1.384
الشاذلی, س. (2023). Investigating the impact of social media antecedents on brand equity and online fashion purchase intention. مجلة البحوث المالیة والتجاریة, 24(1), 170-201. https://doi.org/10.21608/jsst.2022.161319.1479
Ahmed, K., Adeel, A., Ali, R., & Rehman, R. U. (2019). Organizational democracy and employee outcomes: The mediating role of organizational justice. Business strategy & development, 2(3), 204-219.
Ahmed, S., & Ashfaq, A. (2021). The Impact of Social Media Marketing on Brand Equity: A Study on Fast Moving Consumer Goods in Pakistan. International Journal of Management Sciences and Business Research, 10(4), 22-37.
Aji, P., Nadhila, V., & Sanny, L. (2020). Effect of social media marketing on instagram towards purchase intention: evidence from indonesia’s ready-to-drink tea industry. International Journal of Data and Network Science, 91-104. https://doi.org/10.5267/ j.ijdns.2020.3.002.
Akturan, U. (2018). How does greenwashing affect green branding equity and purchase intention? empirical research. Marketing Intelligence &A Planning, 36(7), 809-824. https://doi.org/10.1108/mip-12-2017-0339.
Alhabash, S., Almutairi, N., Lou, C., & Kim, W. (2020). Influencer marketing, brand credibility and brand loyalty: A moderated mediation model. Journal of Interactive Advertising, 20(2), 99-112.
Altintas, G. & Imamoğlu, S. (2023). The relationship between social media, brand equity, and purchase intention. Journal of Global Strategic Management, 15(2), 65-75. https://doi.org/10.20460/jgsm.2022.303.
Aristana, I., Yudhistira, P., & Sasmita, M. (2022). The influence of brand image and brand trust on consumer loyalty (case study on consumers of pt citilink indonesia branch office denpasar). TRJ Tourism Research Journal, 6(1), 60. https://doi.org/10.30647/ trj.v6i1.129.
Arora, S., & Chakraborty, A. (2023). The influence of social media marketing on consumer purchase intention: A systematic literature review. Journal of Business Research, 155, 113366.
Arshad, M. (2019). Analyze the effect of customer-based brand equity on consumer’s purchase behavior: a case of branded garments city faisalabad. DCS. https://doi.org/10.7176/dcs/9-8-02.
Asenahabi, B. M. (2019). Basics of research design: A guide to selecting appropriate research design. International Journal of Contemporary Applied Research, 6(5), 76-89.
Buil, I., & Catalán, S. (2020). Brand equity creation through internal branding and employee performance. Journal of Product & Brand Management, 29(3), 283-294. https://doi.org/10.1108/JPBM-11-2019-2614.
Buil, I., Catalán, S., & Martínez, E. (2019). The influence of brand equity on consumer responses. Journal of Consumer Marketing, 36(1), 61-70. https://doi.org/10.1108/ JCM-05-2017-2227
Buil, I., Catalán, S., & Martínez, E. (2021). Loyalty program effectiveness in premium and luxury brands: Does the reward matter? Journal of Business Research, 132, 768-778. https://doi.org/10.1016/j.jbusres.2021.09.002.
Choi, Y. K., & Lee, M. (2022). Exploring antecedents of social media marketing effectiveness: Insights from brand equity and cultural perspectives. International Journal of Advertising, 41(4), 551-572.
DelVecchio, D., Henard, D. H., & Freling, T. H. (2020). The effects of sales promotion on post-promotion brand preference: A meta-analysis. Journal of Retailing, 96(1), 75-89. https://doi.org/10.1016/j.jretai.2019.12.005
Duffy, B. & Chan, N. K. (2018). “You never really know who’s looking”: Imagined surveillance across social media platforms. New media & Society, 21(1), 119-138.
Dwivedi, A., & Wilkie, D. (2022). The impact of social media on brand resonance and customer-based brand equity: Insights from Keller's CBBE model. Journal of Interactive Marketing, 60, 14-28. https://doi.org/10.1016/j.intmar.2022.06.003
Fontes, B A S M. (2018, October 1). Redes Sociais e Governança em Saúde.
Grégoire, Y., Laporte, S., & Legoux, R. (2021). When customer love turns into a nightmare: Devaluation over time and recovery. Journal of Marketing Research, 58(2), 348-369.
Guha, S., Mandal, A., & Kujur, F. (2021). The social media marketing strategies and its implementation in promoting handicrafts products: a study with special reference to eastern India. Journal of Research in Marketing and Entrepreneurship, 23(2), 339-364. https://doi.org/10.1108/jrme-07-2020-0097.
Gupta, S., Bohra, N. S., & Sherly, R. S. (2023). Role of Brand-Equity on Consumer Purchase Intention in Electronic Goods Industry. Journal of Informatics Education and Research, 3(1). https://doi.org/10.52783/jier.v3i1.47.
Habib, M. S. (2021). Qualitative and Quantitative Research Approaches.
Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2022). Navigating the new era of influencer marketing: How to be successful on Instagram, TikTok, & Co. Business Horizons, 65(6), 931-943.
Heidari, S., Zarei, M., Daneshfar, A., & Dokhanian, S. (2023). Increasing sales through social media marketing: the role of customer brand attachment, brand trust, and brand equity. Marketing and Management of Innovations, 14(1), 224-234. https://doi.org/10.21272/ mmi.2023.1-19.
Huang, R., & Sarstedt, M. (2023). Measuring customer-based brand equity: An updated application of Keller’s Brand Equity Model. Journal of Brand Strategy, 12(1), 15-29.
Huda, F., Thoyib, A., & Hadiwidjojo, D. (2022). Social media marketing’s effectiveness on purchase intention mediated by brand image and trust. Interdisciplinary Social Studies, 2(1). https://doi.org/10.55324/iss.v2i1.309.
Kim, J., & Choi, H. (2020). Impact of service recovery compensation on customer satisfaction and brand equity. Journal of Hospitality and Tourism Management, 44, 69-77. https://doi.org/10.1016/j.jhtm.2020.05.001.
Koay, K. Y., Ong, D. L. T., Khoo, K. L., & Yeoh, H. J. (2020). Perceived social media marketing activities and consumer-based brand equity. Asia Pacific Journal of Marketing and Logistics, 33(1), 53-72. https://doi.org/10.1108/apjml-07-2019-0453.
Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 30, 607-610.
Kumar, V., & Shah, D. (2020). Reinventing loyalty programs: How to earn customer loyalty and brand equity in a digital age. Journal of the Academy of Marketing Science, 48(4), 673-695. https://doi.org/10.1007/s11747-019-00679-4.
Lee, H., et al. (2020). The Influence of Social Media Platforms on Brand Perceptions: A Study of Kota Kinabalu Consumers. Journal of Digital Marketing, 15(4), 321-336.
Li, X., & Wang, L. (2019). The Impact of Social Media Marketing on Brand Equity: A Conceptual Framework and Empirical Evidence. Journal of Interactive Marketing, 47, 87-101.
Lim, J., Pham, P., & Heinrichs, J. (2020). Impact of social media activity outcomes on brand equity. Journal of Product & Brand Management, 29(7), 927-937. https://doi.org/10.1108/jpbm-03-2019-2298.
Liu, C., Zhang, Y., & Zhang, J. (2020). The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention. Journal of Product & Brand Management, 29(6), 783-801.
Majeed, M., Owusu-Ansah, M., & Ashmond, A. A. (2021). The influence of social media on purchase intention: The mediating role of brand equity. Cogent Business & Management, 8(1), 1944008.
Nguyen, N. P., Huynh, Q. P., & Nguyen, T. T. (2021). The influence of customer loyalty programs on brand equity: The mediating role of brand loyalty and brand awareness. Journal of Retailing and Consumer Services, 61, 102575. https://doi.org/10.1016/ j.jretconser.2021.102575
Nguyen, T. T., et al. (2024). Understanding Social Media Engagement: A Cross-Cultural Study. Journal of Consumer Behavior, 18(3), 321-335.
Okonkwo, P. N., & Wium, J. A. (2018). Impact of discounted professional fees on the risk exposure of civil and structural enginnering services consultants in South Africa.
Purnama, R., Chandara, A. G., & Ropidin, R. (2020). Analysis of brand equity dimensions, relationship marketing, brand equity on Panin Bonanza Program. Jurnal Akuntansi, Manajemen dan Ekonomi, 22(2), 1-11. https://doi.org/10.32424/1.jame. 2020.22.2.2761.
Putri, D. (2021). Digital marketing strategy to increase brand awareness and customer purchase intention (case study: ailesh green consulting). European Journal of Business Management and Research, 6(5), 87-93. https://doi.org/10.24018/ejbmr. 2021.6.5.1063.
Raut, U., Pawar, P., Brito, P., & Sisodia, G. (2019). Mediating model of brand equity and its application. Spanish Journal of Marketing - Esic, 23(2), 295-318. https://doi.org/10.1108/sjme-04-2019-0021.
Raza, M., Frooghi, R., Rani, S., & Qureshi, M. (2018). Impact of brand equity drivers on purchase intention: a moderating effect of entrepreneurial marketing. South Asian Journal of Management Sciences, 12(1), 69-92. https://doi.org/10.21621/ sajms.2018121.04.
Salkind, N. (2020). Normal distribution. Encyclopedia of Research Design.
Saputra, S. (2022). The influence of brand awareness, brand image, perceived quality and brand loyalty on brand equity in banking sector. Journal of Business Studies and Management Review, 5(2), 319-326.
Schivinski, B., Pontes, N., Czarnecka, B., Mao, W., Vita, J., & Stavropoulos, V. (2022). Effects of social media brand-related content on fashion products buying behaviour – a moderated mediation model. Journal of Product & Brand Management, 31(7), 1047-1062. https://doi.org/10.1108/jpbm-05-2021-3468.
Tajvidi, M., Wang, Y., Hajli, N., & Love, P. E. (2021). Brand value co-creation in social commerce: the role of interactivity, social support, and relationship quality. Computers in Human Behavior, 115, 105238. https://doi.org/10.1016/j.chb.2017 .11.006.
Turco, M. M., Juevesa, R. D., & Galigao, A. T. (2020). Business practices and customers satisfaction among motorcycle dealers in General Santos City. Open Journal of Business and Management, 9(1), 460-487.
Ul Hassan, M., Mahmood, Z., & Zaman, S. (2022). Linking CSR and brand performance through customer satisfaction, brand equity and corporate reputation: A mixed methods study of top Pakistani banks. Pakistan Journal of Commerce and Social Sciences (PJCSS), 16(4), 498-529.
Voorveld, H. A., Bronner, F., Neijens, P. C., & Smit, E. G. (2019). Developing an instrument to measure consumers' multimedia usage in the purchase process. International Journal of Advertising, 38(5), 701-724.
Wang, X., Tajvidi, M., Lin, X., & Hajli, N. (2020). Towards an ethical and trustworthy social commerce community for brand value co-creation: A trust-commitment perspective. Journal of Business Ethics, 167, 137-152.
Wang, Y., & Ghose, S. (2022). An empirical examination of Keller’s brand equity model in the context of digital marketing. Journal of Retailing and Consumer Services, 68, 102939. https://doi.org/10.1016/j.jretconser.2022.102939
Yi, Y., & Jeon, H. (2020). Effects of loyalty programs on customer loyalty and brand equity. Journal of Business Research, 117, 243-255. https://doi.org/10.1016/j.jbusres.2020. 05.034.
Zulfikar, T., Haqq, A., & Saepudin, D. (2022). Social media and non-personal communication for increasing brand equity and their implications towards customer value. Randwick International of Social Science Journal, 3(1), 142-152. https://doi.org/10.47175/ rissj.v3i1.384
الشاذلی, س. (2023). Investigating the impact of social media antecedents on brand equity and online fashion purchase intention. مجلة البحوث المالیة والتجاریة, 24(1), 170-201. https://doi.org/10.21608/jsst.2022.161319.1479
Published
2024-12-01
How to Cite
MAHADI, Muhammad Hariz Ilmi et al.
Influence of Surveillance, Remuneration, and Social Interaction on Brand Equity Among Digital Consumers in Kota Kinabalu.
International Journal of Business and Technology Management, [S.l.], v. 6, n. 4, p. 162-172, dec. 2024.
ISSN 2682-7646.
Available at: <https://myjms.mohe.gov.my/index.php/ijbtm/article/view/28474>. Date accessed: 24 jan. 2025.
Section
English Section
