Impact of mobile social media advertising and role of culture on brand equity among Gen-Y consumers in the United Arab Emirates

Consumers of the Generation-Y cohort, also referred to as Millennials, born between 1981-1999, include approximately 45% of the population in United Arab Emirates, who have significant purchasing power. These consumers access social media on a daily basis, but they often ignore brand advertisemen...

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Bibliographic Details
Main Author: Al Kindi, Majed Zamil Hatem
Format: Thesis
Published: 2017
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