Page 418 - MARSIUM'21 COMP OF PAPER

Cawsey, T., & Rowley, J. (2016). Social media brand building strategies in B2B companies. Marketing Intelligence & Planning,
34(6), 754-776. https://doi.org/10.1108/MIP-04-2015-0079

Chahal, H., & Rani, A. (2017). How trust moderates social media engagement and brand equity. Journal of Research in
Interactive Marketing, 11(3), 312-335. https://doi.org/10.1108/JRIM-10-2016-0104
Chakraborty, D. (2018). Impact of celebrity endorsed advertisements on rural consumers' purchase intention towards mobile SIM
cards: A study conducted in West Bengal. Indian Journal of Marketing, 48(10), 52-63.
Chatzipanagiotou, K., Veloutsou, C., & Christodoulides, G. (2016). Decoding the complexity of the consumer-based brand equity
process. Journal of Business Research, 69(11), 5479-5486. https://doi.org/10.1016/j.jbusres.2016.04.159

Chatzipanagiotou, K., Christodoulides, G., & Veloutsou C. (2019). Managing the consumer- based brand equity process: a
cross-cultural perspective. International Business Review, 28 (2), 328-343.
https://doi.org/10.1016/j.ibusrev.2018.10.005
Cheah, J. H., Sarstedt, M., Ringle, C. M., Ramayah, T., & Ting, H. (2018). Convergent validity assessment of formatively measured
constructs in PLS-SEM: On using single-item versus multi-item measures in redundancy analyses. International Journal
of Contemporary Hospitality Management. 30(11), 3192-3210.
https://doi.org/10.1108/IJCHM-10-2017-0649

Chen, S. C., & Lin, C. P. (2019). Understanding the effect of social media marketing activities: The mediation of social
identification, perceived value, and satisfaction. Technological Forecasting and Social Change, 140, 22-32.
https://doi.org/10.1016/j.techfore.2018.11.025

Cherry, K. (2020, May). The Importance of Reliability in Psychological Tests. Verywell Mind.
https://www.verywellmind.com/what-is-reliability-2795786
Chin, C.Y., Lu, H.P., & Wu, C.M. (2015). Facebook users’ motivation for clicking the ‘like’ button. Social Behavior and
Personality: An International Journal, 43(4), 579-592. https://doi.org/10.2224/sbp.2015.43.4.579
Choedon, T., & Lee, Y. C. (2020). The effect of social media marketing activities on purchase intention with brand equity and
social brand engagement: Empirical evidence from Korean cosmetic firms. Knowledge Management Research, 21(3),
141-160. https://doi.org/10.15813/kmr.2020.21.3.008
Chouhan, A. S., Sridhar, V., & Rao, S. (2021). Service provider strategies in telecommunications markets: analytical and simulation
analysis. Sādhanā, 46(1), 1-10. https://doi-org.ezproxy.utm.my/10.1007/s12046-020-01535-7

Corporate Finance Institute. (2020). Telecommunications Industry.
https://corporatefinanceinstitute.com/resources/careers/companies/telecommunications-industry/
Dannels, S. A. (2018). Research design. In The reviewer’s guide to quantitative methods in the social sciences. 402-416.
Routledge.

Das, K. R., & Imon, A. H. M. R. (2016). A brief review of tests for normality. American Journal of Theoretical and Applied
Statistics, 5(1), 5-12.
Davcik, N. S., Vinhas, D. S. R., & Hair, J. F. (2015). Towards a unified theory of brand equity: conceptualizations, taxonomy and
avenues for future research. Journal of Product & Brand Management, 24(1), 3-17.
https://doi.org/10.1108/JPBM-06-2014-0639
Dehghani, M., & Tumer, M. (2015). A research on effectiveness of Facebook advertising on enhancing purchase intention of
consumers. Computers in Human Behavior, 49, 597-600. https://doi.org/10.1016/j.chb.2015.03.051
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media
perspective. The Journal of Product and Brand Management, 24(1), 28-42.
https://doi.org/10.1108/JPBM-06-2014-0635
Dissabandara, R. (2020). Impact of brand equity and loyalty on consumer behavior for clothing industry in Sri Lanka.
International Journal of Current Research, 11(5), 3782-3787.

Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach
to information adoption. Computers in human behavior, 61, 47-55. https://doi.org/10.1016/j.chb.2016.03.003

397