| Abstract [eng] |
At the beginning of the 21st century, when the biggest social media platforms (Wikipedia (2001), LinkedIn (2003), MySpace (2003), Facebook (2004), Yelp (2004), YouTube (2005), Twitter (2006)) were created, users acquired many opportunities to create personal content in them. Consumer engagement in content generation on social networks makes significant impact on brand equity, which is one of the competitive advantages in the market. According to the latest researches of the impact of consumer engagement in content generation on social networks on brand equity, it is noticed that the research on this topic fragmentally launched only few years ago. Because there is need for deeper scientific investigation of this topic, the research problem is formulated: what is the impact of consumer engagement in content generation on social networks on brand equity? |
