Imported Shoes: From Online Buzz to Actual Purchase

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Focusing on the intersection of marketing and technology, this book explores the influence of social media on brand equity, particularly in the context of imported shoes in Indonesia. It highlights how Electronic Word of Mouth (E-WoM) can significantly affect consumer purchasing decisions, especially among millennials. The narrative emphasizes the cultural significance of shoes as symbols of lifestyle and social status in Indonesia, providing valuable insights for shoe exporters aiming to penetrate this competitive market.