How Online Sales Promotions via Social Networks Affect the Brand Equity of a Heritage Destination Prados Peña, María Belén Crespo Almendros, Esmeralda Porcu, Lucía Discount Gift Social networks Brand equity Cultural heritage Heritage brand equity Social media marketing communication is among the current strategies used to provide visibility to cultural heritage, sales promotions being especially relevant. Nevertheless, despite the fact that social media has now built significant momentum, there is still a dearth of research on the relationship between social marketing activities and brand equity. In this context, this study seeks to determine how the use of promotional discounts and free gifts on social media contributes to building heritage brand equity. To pursue this research aim, a quasi-experimental study was designed and carried out among online users, based on two promotional stimuli (discount vs. free gift). The findings suggest that gifts perform better in terms of increasing brand equity, except where the user presents a high level of sales promotion-proneness, in which case promotional discounts are more effective. 2022-10-14T11:57:01Z 2022-10-14T11:57:01Z 2022-09-06 journal article Prados-Peña, M.B.; Crespo-Almendros, E.; Porcu, L. How Online Sales Promotions via Social Networks Affect the Brand Equity of a Heritage Destination. Heritage 2022, 5, 2547–2564. [https://doi.org/10.3390/heritage5030133] https://hdl.handle.net/10481/77320 10.3390/heritage5030133 eng http://creativecommons.org/licenses/by/4.0/ open access Atribución 4.0 Internacional MDPI