Unlocking the power of social media marketing: Investigating the role of posting, interaction, and monitoring capabilities in building brand equity

Sofiane Laradi1 Department of Business Sciences, University of Blida 2 Lounici Ali, El Affroun, Algeria

Noureddine Berber2 Department of Economics Sciences, University of Ibn Khaldun in Tiaret, El Affroun, Algeria

Hafiz Mudassir Rehman3 Department of Global Business & Enterprise, Ulster University Business School, Ulster University, El Affroun, UKCorrespondence[email protected]

https://orcid.org/0000-0001-9114-0989

Md Billal Hossain4 Business Management and Marketing Department, School of Business and Economics, Westminster International University in Tashkent, Tashkent, Uzbekistan

Lee-Chea Hiew5 Faculty of Business and Management, UCSI University, Sarawak, Malaysia

Csaba Bálint Illés6 Hungarian National Bank-Research Center, John von Neumann University, Kecskemét, Hungary

Unlocking the power of social media marketing: Investigating the role of posting, interaction, and monitoring capabilities in building brand equity

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