Shandy, Venny Mellandhia; Mulyana, Asep; Harsanto, Budi - In: Cogent Business & Management 10 (2023) 2, pp. 1-15
This study examines the effect of social media richness on business performance, mediated by brand equity. The study … brand equity, as MSMEs that provide abundant information on their social media platforms give more impression to consumers … likelihood of consumers trying and purchasing its products or services, consequently boosting revenue. Moreover, brand equity …