Although social media-based brand equity has become a vital area of interest for brand managers, insights into its destination-based dynamics and applications remain scarce, specifically in the destination brand context. To address this gap, we develop and test a theoretical model to investigate the role of destination marketing organization-generated and tourist-generated social media communication to determine the brand awareness and brand image of the Gilgit-Baltistan region, which in turn influence customer-based brand equity (CBBE) (i.e. perceived quality), satisfaction, and loyalty. Data come from well-known tourist sites in Gilgit-Baltistan. Using the multi-sequential approach in WarpPLS 7.0, findings shows that the social media communication dimensions show differential impacts on brand awareness as a metric of CBBE. Second, destination awareness demonstrates a differential impact on perceived destination image dimensions. Third, the destination image dimensions exert different effects on the perceived quality of the destination. Fourth, perceived quality positively influences satisfaction, which in turn enhances loyalty. We offer important implications that emerged from the analyzes and also suggest directions for future research.

尽管基于社交媒体的品牌资产已成为品牌经理感兴趣的一个重要领域，但对其基于目的地的动态和应用的洞察仍然很少，特别是在目的地品牌背景下。为了解决这一差距，我们开发和测试了一个理论模型，以调查目的地营销组织产生的和游客产生的社交媒体传播在确定吉尔吉特-巴尔蒂斯坦地区的品牌知名度和品牌形象方面的作用，进而影响客户-基于品牌资产（CBBE）（即感知质量）、满意度和忠诚度。数据来自吉尔吉特-巴尔蒂斯坦著名的旅游景点。使用 WarpPLS 7.0 中的多序列方法，研究结果表明，社交媒体传播维度显示出对品牌知名度的不同影响，作为 CBBE 的一个指标。第二，目的地意识展示了对感知目的地图像尺寸的不同影响。第三，目的地图像尺寸对目的地的感知质量产生不同的影响。第四，感知质量对满意度产生积极影响，从而提高忠诚度。我们提供了从分析中得出的重要启示，并为未来的研究提出了方向。