Abstract
Social media marketing has become an integral part of marketing strategies for businesses in the digital age. The purpose of this study is to explore the effectiveness of social media marketing in building brand equity through Facebook and Twitter. A comparative study was conducted to analyze the impact of these platforms on brand awareness, brand image, brand loyalty, and perceived quality. The study involved a survey of 300 participants, divided equally between Facebook and Twitter users. The results indicated that both Facebook and Twitter can positively impact brand equity, but the effectiveness of each platform varies depending on the type of brand and target audience.
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