1Ph. D Scholar, Department of Management Studies, University of Kashmir, INDIA. Email id: cyedxeeshan@gmail.com
2Faculty, Department of Management Studies, University of Kashmir, INDIA
3Professor, Department of Management Studies, University of Kashmir, INDIA. Email id: shahali55@gmail.com
*(Corresponding Author) Email id: ishtiaqiq@yahoo.co.in
Online published on 12 October, 2017.
While last two decades have seen a visible change in the marketing landscape, due to unprecedented technological advances, social media is emerging as an important marketing tool. Although many research studies have been carried out in the area of social media marketing, there is paucity of literature on the effect of social media marketing on customer equity. Therefore, an attempt is being made in this paper to address the current deficit of literature on social media marketing linkages with customer equity. A conceptual framework is proposed for further analysis, this framework identifies the linkages through which social media marketing effects the antecedents of customer equity.
Social Media Marketing, Customer Equity, Value Equity, Brand Equity, Relationship Equity
