| Abstrakt: |
A recent study conducted by researchers at Universitas Padjadjaran in Indonesia examined the impact of social media richness on the business performance of food and beverage small and medium enterprises (SMEs). The study found that social media richness positively influenced brand equity, as SMEs that provided abundant information on their social media platforms made a stronger impression on consumers. Additionally, social media richness facilitated information-sharing and transactional activities, leading to improved business performance. Brand equity also played a role in affecting business performance by creating a positive perception of the brand and increasing consumer interest in purchasing its products or services. The study concluded that brand equity acted as a mediator between social media richness and business performance. [Extracted from the article] |
