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Jha, B. (2019). The Role of Social Media Communication: Empirical Study of Online Purchase Intention of Financial Products.
Global Business Review, 20(6), 1445–1461. https://doi.org/10.1177/0972150919848912

Jon Simpson. (2019, February 11). Why Content Consistency Is Key to Your Marketing Strategy. Forbes Agency Council.
Kabir, S. (2016). Methods Of Data Collection. In Book: Basic Guidelines for Research: An Introductory Approach for All
Disciplines.

Kakhaber Djakeli, T. T. (2012). Brand Awareness Matrix in Political Marketing Area. Journal of Business, 1(1).
Kenton, W. (2018, February 7). Brand Recognition. Investopedia.
https://www.investopedia.com/terms/b/brand-recognition.asp.

Kenton, W. (2020, October 20). Web 2.0. Investopedia. https://www.investopedia.com/terms/w/web-20.asp
Khajuria, R., & Mahajan, R. (2017). A Study of User-Generated Content on Social Networking Sites and its Impact on
Consumer-Based Brand Equity Constructs a Study of User-Generated Content on Social Networking Sites and its
Impact on Consumer- Based Brand Equity Constructs. Global Journal of Management and Business Research: E
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Khalid, R. (2016). Firm-created social media communication and consumer brand perceptions. Academics World 18th
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Khan, S. (2012). Contribution of Brand Awareness and Brand Characteristics towards Customer Lo yalty (A Study of Milk
Industry of Peshawar Pakistan). Journal of Asian Business Strategy, 2(8).

Kim, A. J., & Johnson, K. K. P. (2016). Power of consumers using social media: Examining the influences of brand-related
user-generated content on Facebook. Computers in Human Behavior, 58. https://doi.org/10.1016/j.chb.2015.12.047
Kiran, P., & Vasantha, S. (2016). Analysing the role of user generated content on consumer purchase intention in the new era
of social media and big data. Indian Journal of Science and Technology, 9(43).
https://doi.org/10.17485/ijst/2016/v9i43/104754
Kotler, P., & Armstrong, G. (2018). Principles of Marketing 17th Global Edition. In Pearson Education Limited.

Ranjit, K. (2019). Research Methodology: A Step-by-Step Guide for Beginners - Ranjit Kumar - Google Books. In SAGE.
Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. K. (2016). From social to sale: The effects of firm-
generated content in social media on customer behavior. Journal of Marketing, 80(1).
https://doi.org/10.1509/jm.14.0249

Latif, W. Bin, & Mdnoor, I. (2014). Building Brand Awareness in the Modern Marketing Environment : A Conceptual Model.
International Journal of Business and Technopreurchip, 4(1).

Lee, S. H., DeWester, D., & Park, S. R. (2008). Web 2.0 and opportunities for small businesses. Service Business, 2(4).
https://doi.org/10.1007/s11628-008-0043-5
Lin, Y. C. (2013). Evaluation of co-branded hotels in the Taiwanese market: The role of brand familiarity and brand fit.
International Journal of Contemporary Hospitality Management, 25(3). https://doi.org/10.1108/09596111311311017
Liu, F., Zhao, X., Chau, P. Y. K., & Tang, Q. (2015). Roles of perceived value and individual differences in the acceptance of
mobile coupon applications. Internet Research, 25(3). https://doi.org/10.1108/IntR-02-2014-0053

Liu, X., Shin, H., & Burns, A. C. (2021). Examining the impact of luxury brand’s social media marketing on customer
engagement: Using big data analytics and natural language processing. Journal of Business Research, 125.
https://doi.org/10.1016/j.jbusres.2019.04.042
Lo, F. Y., Rey-Martí, A., & Botella-Carrubi, D. (2020). Research methods in business: Quantitative and qualitative
comparative analysis. In Journal of Business Research (Vol. 115). https://doi.org/10.1016/j.jbusres.2020.05.003
Lozano, D. (2020, February 11). 3 Reasons Why social media Isn’t Working for Your Business .
https://www.socialmediatoday.com/news/3-reasons-why-social-media-isnt-working-for-your-business/572028/
Mahmood, A., & Bashir, J. (2020). How does corporate social responsibility transform brand reputation into brand equity?
Economic and noneconomic perspectives of CSR. International Journal of Engineering Business Management, 12.
https://doi.org/10.1177/1847979020927547

Malhotra Nishi, & Malhotra Priya. (2015). Importance of Brand Equity. International Journal of Management and Commerce
Innovations, 3(1), 366–369.

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