The Role of Social Media Marketing on Building Brand Equity (An Insight of Fast Food Industry of Pakistan)

The key objective of this research was to test the role of social media marketing features (interactivity, perceived relevance, entertainment, and informativeness) in affecting brand loyalty in the fast-food industry. The required data was obtained through a quantitative survey from customers of fast-food brands in the United Arab Emirates. The findings revealed that most of the social media marketing features positively influence brand loyalty. In detail, it was found that interactivity and perceived relevance positively affect brand loyalty. However, contrary to expectations, it was found that the impact of entertainment on brand loyalty is insignificant. Finally, the outcomes confirmed that informativeness is a significant predictor of brand loyalty. This research adds to the existing marketing literature on this topic through the examination of selected social media marketing features and brand loyalty in a Middle East country as the empirical research on this topic, particularly, in this region is scarce.

Download Full-text

The Impact of Social Media Marketing towards the Purchase Intention among Generation Y and Z with Reference to Franchise Fast Food Industry in Colombo District

Global Journal of Management and Business Research ◽

10.34257/gjmbrevol21is1pg19 ◽

2021 ◽

pp. 19-37

Author(s):

Separamadu H. N. Lakchan V. A. S. M ◽

Jayasinghe M. A. N. D ◽

Dharmagunawardhana P.V. M. S. D. ◽

Samarasinghe H. M. U. S. R ◽

Rathnayake, Rathnayake R. M. N. M

Keyword(s):

Social Media ◽

Generation Y ◽

Fast Food ◽

Purchase Intention ◽

Food Industry ◽

Social Media Marketing ◽

Sri Lankan ◽

Fast Food Industry ◽

Marketing Activities ◽

The Impact

Out of the source characteristics, the study discovers the impact of social media marketing towards purchase intention among generation Y and Z referring to fast food franchises in the Colombo district. Although there were many studies conducted in other countries on the impact of social media marketing towards purchase intention, there is a deficiency of literature in the Sri Lankan context regarding the same area. Furthermore, this study explores how the purchase intention differs from one generation to another. The study focuses on generation Y and Z. Franchise fast food industry in Sri Lanka is using social media marketing widely for marketing activities compared to other industries.

Download Full-text

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

Sustainability ◽

10.3390/su11195167 ◽

2019 ◽

Vol 11 (19) ◽

pp. 5167 ◽

Cited By ~ 2

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.

Download Full-text

Consumer based brand equity in the 21st century: an examination of the role of social media marketing

Young Consumers Insight and Ideas for Responsible Marketers ◽

10.1108/yc-03-2016-00590 ◽

2016 ◽

Vol 17 (3) ◽

pp. 243-255 ◽

Cited By ~ 17

Author(s):

Atefeh Yazdanparast ◽

Mathew Joseph ◽

Fernanda Muniz

Keyword(s):

College Students ◽

Social Media ◽

Undergraduate Students ◽

Brand Equity ◽

Social Media Marketing ◽

Content Type ◽

Research Population ◽

The Cost ◽

The Impact

Purpose The present research investigates the influence of brand-based social media marketing (SMM) activities on metrics of consumer-based brand equity (CBBE). Specifically, the study examines the role of consumer-brand social media experiences on attitude toward SMM activities of brands and its consequent impact on brand perceptions. Design/methodology/approach Paper-and-pencil surveys were administered to undergraduate students in a Southwestern university in exchange for extra credit. Survey questions were adapted from previously validated scales, and measurement adaptations were minimal and only related to the context of questions to assure their relevance with the context of this study. Bi-variate correlation, bootstrapping technique, Sobel test, ANOVA and linear regression were used to test the hypotheses. Findings The results indicate that brand-based SMM is essential in impacting consumers’ attitudes toward brands and consequently, CBBE reflected via perceived value for the cost, perceived uniqueness and the willingness to pay a price premium for a brand. Additionally, the main reason for individuals to use social media impacts their attitudes toward and receptiveness of SMM activities of brands. Research limitations/implications This study used a sample of college students to address the research questions. Considering the higher adoption rate and interest in social media among younger consumer groups, the results may not be representative of the entire population. Much of the existing research on social media, however, has focused on undergraduate college students and is primarily based on studies utilizing the similar research population. Originality/value The present research is one of the few studies that empirically examine the impact of consumer-brand interactions/experiences on consumers’ attitudes toward SMM activities of brands, as well as brand-related knowledge and perceptions as reflected by CBBE. The results indicate that the CBBE model of the twenty-first century should incorporate the role of brand-based SMM activities as facilitators of brand knowledge (i.e. brand awareness and brand image) by reinforcing or even shaping important brand-based associations.

Download Full-text

Product Positioning and Competition: The Role of Location in the Fast Food Industry

Marketing Science ◽

10.1287/mksc.1070.0296 ◽

2007 ◽

Vol 26 (6) ◽

pp. 792-804 ◽

Cited By ~ 83

Author(s):

Raphael Thomadsen

Keyword(s):

Fast Food ◽

Food Industry ◽

Product Positioning ◽

Fast Food Industry

Download Full-text

Relationship between social media marketing practices and customer response with mediating role of brand equity dimensions: an empirical investigation

Independent Journal of Management & Production ◽

10.14807/ijmp.v12i5.1425 ◽

2021 ◽

Vol 12 (5) ◽

pp. 1583-1599

Author(s):

Elmira Shadi ◽

Ailar Ebrahimi Hesari ◽

Behzad Shahrabi

Keyword(s):

Social Media ◽

Structural Equation Modeling ◽

Brand Equity ◽

Structural Equation ◽

Study Data ◽

Social Media Marketing ◽

Equation Modeling ◽

Mediating Role ◽

Survey Sample

This study aims to investigate the relationship between social media marketing practices and customer response with consideration of the mediating role of brand equity dimensions through structural equation modeling in an empirical case study. Data are analyzed using structural equation modeling. The following findings are found: The results show that there is a significant relationship between social media marketing practices and customer response in the survey sample. Additionally, the hypothesis about the mediating role of brand equity dimensions is also supported. The results of our research augment our understanding of the role of social media marketing practices in stimulating customer response (electronic word-of-mouth and commitment) and the role of brand equity dimensions (brand awareness and brand image).

Download Full-text