TY  - GEN 
AU  - Prados Peña, María Belén
AU  - Crespo Almendros, Esmeralda
AU  - Porcu, Lucía
PY  - 2022
UR  - https://hdl.handle.net/10481/77320
AB  - 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,...
LA  - eng
PB  - MDPI
KW  - Discount
KW  - Gift
KW  - Social networks
KW  - Brand equity
KW  - Cultural heritage
KW  - Heritage brand equity
TI  - How Online Sales Promotions via Social Networks Affect the Brand Equity of a Heritage Destination
DO  - 10.3390/heritage5030133
ER  -