Salsabella Rahma Dewi

Exploring the Impact of Influencer Marketing on Brand Equity: A Mediation Analysis Involving Brand Awareness and Customer Brand Engagement

Salsabella Rahma Dewi & Anas Hidayat · Asian Journal of Economics, Business and Accounting · 2024

This research aims to examine the influence of influencer marketing on overall brand equity, which is mediated by Brand Awareness and customer brand engagement. In this research, the population used is Indonesian people who are familiar with tourism. In this condition, people hav...