Social Media Marketing Activities, Brand Equity and Loyalty Towards Fashion Accessories Among Chinese Youth

2021 ◽  
pp. 442-454
Author(s):  
Liu Shuang ◽  
Mcxin Tee ◽  
Abdullah Al Mamun
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Social Media Marketing ◽  
Chinese Youth ◽  
Marketing Activities

The Effects of Consumer Social Media Marketing Experiences on Brand Affect and Brand Equity

2015 ◽  
pp. 73-87 ◽  
Author(s):  
Tugba Orten Tugrul
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Repeated Measures ◽  
Mediating Effect ◽  
Social Media Marketing ◽  
Brand Performance ◽  
Managerial Implications ◽  
Marketing Activities ◽  
Research Findings ◽  
Brand Affect

A limited number of studies have shown that social media marketing activities positively contribute to brand performance. In this chapter, therefore, a conceptual framework elucidating how consumer social media marketing experiences lead to more favorable brand affect, and in turn, enhanced brand equity is proposed. Importantly, perceived social media marketing activities are identified as a key moderator influencing the effects of consumer social media marketing experiences on brand equity. Repeated measures ANOVA and regression analyses were conducted to test the proposed model in a study consisting of three phases. The results provide support for (a) the main effects of consumer social media marketing experiences on brand affect and brand equity, (b) the mediating effect of brand affect, and (c) the moderating effect of perceived social media marketing activities. The chapter concludes with a discussion of the theoretical and managerial implications of the research findings, and recommendations for future studies.

scholarly journals Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis

2019 ◽  
Vol 11 (19) ◽  
pp. 5167 ◽  
Author(s):  
Khan ◽  
Yang ◽  
Shafi ◽  
Yang
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Customer Loyalty ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Confirmatory Factor ◽  
Marketing Activities ◽  
Indirect Association ◽  
The Relationship

This study analyzes the influence of apparel/clothing brand social media marketing activities (SMMAs) on brand equity and customer response in Pakistan. First, the current SMMAs are examined; then, we propose new attributes, i.e., fundamental social media marketing activities (FSMMAs) and sophisticated social media marketing activities (SSMMAs) such as interactions, sharing, and trendiness. Second, the influence of innovative components, i.e., FSMMAs and SSMMAs, are analyzed regarding brand equity and customer response toward apparel brands. A survey was conducted with a total of 406 Pakistani customers who used apparel brands, and the collected data were analyzed through confirmatory factor analysis (CFA) and Hayes PROCESS macro in SPSS. From the empirical results, we concluded that apparel brand equity (i.e., brand awareness, brand image) significantly mediates the relationship between FSMMAs and customer response (price premium willingness, customer loyalty). Moreover, it is also determined that SSMMAs moderate the indirect association of FSMMAs and customer response via brand equity.

scholarly journals Social Media Marketing as a Branding Strategy in Extraordinary Times: Lessons from the COVID-19 Pandemic

2021 ◽  
Vol 13 (18) ◽  
pp. 10310
Author(s):  
Sanne Ichelle Dubbelink ◽  
Carolina Herrando Soria ◽  
Efthymios Constantinides
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Conceptual Framework ◽  
Brand Equity ◽  
Research Question ◽  
Relevant Information ◽  
Social Media Marketing ◽  
Long Term Effects ◽  
Marketing Activities

This review expands our insight into the ways the required adaptation to digital channels caused by COVID-19 has affected the creation of brand equity through social media marketing. Based on a systematic literature review, we propose a conceptual framework that answers the following research question: How can businesses, amidst and after the COVID-19 pandemic, adapt their social media marketing strategy to create positive brand equity? The conceptual framework describes four components as the basis for a potential social media marketing strategy. First, (1) businesses need to develop a clear perspective on their current social media marketing activities, and (2) evaluate current branding elements. Based on this, (3) the timeline of marketing activities must be postponed or adapted to the needs of consumers. Lastly, (4) businesses must adapt their messaging to show empathy and deliver relevant information. Within this process, governmental parties, financial institutions, influencers, and consumers are identified as stakeholders who influence and assist businesses in optimizing their social media marketing strategy. These findings are relevant for academics and businesses to further understand the long-term effects of COVID-19 on social media marketing. Additionally, they highlight that the roles of online channels and the consumer are expanding in the future.

scholarly journals The Role of Social Media Marketing Activities on Customer Equity Drivers and Customer Loyalty

2020 ◽  
Vol 5 (1) ◽  
pp. 1
Author(s):  
Vika Ansy Anggraini ◽  
Arga Hananto
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Customer Loyalty ◽  
Sampling Technique ◽  
Customer Equity ◽  
Social Media Marketing ◽  
Marketing Activities ◽  
Relationship Equity ◽  
Value Equity ◽  
Positive Effect

During the past few years, adoption of e-commerce in Indonesia has been increasing along with other trends in information , communication and technology sector such as widespread use of smartphones and social media.  To promote its services, e-commerce firms have also embraced social media and carry out social media marketing activities. This study is aimed to test the influence of social media marketing activities toward customer loyalty through customer equity drivers (i.e. Value Equity, Brand Equity, dan Relationship Equity.). A survey was conducted using convenience sampling technique to select respondents. A total of 161 usable responses were used in the main data analysis. This study found support for the five dimensions of social media marketing activities suggested from previous study. Furthermore,  this study found that social media marketing activities affect value equity, brand equity and relationship equity. This study also found that two customer equity drivers (brand equity and relationship equity)had a positive effect on customer loyalty, while value equity had a positive effect on customer loyalty, but it was not significant. Discussion and managerial implications were also discussed in this study

scholarly journals The Role of Social Media Marketing Activities to Improve E-Wom and Visit Intention to Indonesia Tourism Destinations through Brand Equity

2021 ◽  
Vol 5 (1) ◽  
pp. 17
Author(s):  
Nabilla Dyah Eka Pramudhita
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Social Media Marketing ◽  
Analysis Method ◽  
Tourist Destinations ◽  
Tourism Sector ◽  
Marketing Activities ◽  
Tourism Destinations ◽  
Access Information

The development of technology that continues to grow, one of which is easy internet access enables people to access information from various sources, including social media. Nowadays, social media is not only used privately, but also companies and even government. One of them, the tourism sector in government. The role of social media, especially Instagram, is recognized as the most appropriate promotional media for travelers in Indonesia. Activities held on social media will spur the occurrence of e-wom and visit intention to Indonesian tourist destinations for domestic tourists. E-wom can be positive and negative e-wom. Therefore, the Indonesian Ministry of Tourism uses @Pesonaid_travel to promote Indonesian tourism and also the Pesona Indonesia’s brand used in @Pesonaid_travel. The purpose of this study is to determine the role of social media marketing activities to increase e-WoM and visit intention through brand equity. This research is a quantitative study, with the type of research used is causality. The population in this study was followers @Pesonaid_travel, totaling 276.000, which was then tested on 400 respondents, using a questionnaire. The data analysis method used is SEM which is processed with the SmartPLS application. The results of this study indicate that each variable that has an effect The results of this study indicate that every variable that exists gives a positive and significant effect on other variables.

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