scholarly journals The Effects of Marketing Related Activities on Brand Equity through Facebook

2021 ◽  
Vol 7 (3) ◽  
pp. 613-628
Author(s):  
Shahzad Khan Durrani ◽  
Shakeel Khan ◽  
Muhammad Hashim Khan ◽  
Muhammad Ishtiaq
Keyword(s):  
Brand Equity ◽  
Online Survey ◽  
Rapid Change ◽  
Marketing Channel ◽  
Brand Knowledge ◽  
Positive Effects ◽  
Media System ◽  
Brand Relationship ◽  
Research Findings ◽  
Media Platform

Purpose: The study aims to examine and analyze the effects of various marketing related activities on brand equity through Facebook. Methodology: An online survey was conducted for this empirical form of research. Questions were designed on a five-point Likert scale and distributed through Google forms, Facebook, and emails. Out of 450 questionnaires 332 active users of Facebook responded. The data was analyzed in SPSS v.21 and AMOS v.22 for results and discussions. Findings: The research findings confirm that marketing related activities via social media platform specifically Facebook have positive effects on brand awareness and brand image which finally make brand knowledge and thus leading to building brand equity. Moreover, findings show that development in consumer brand relationship in social networking like Facebook needs to understand both goals (media system dependency) and needs (uses and gratifications). Implications: With the rapid change of technology, Facebook has served as the most attractive part in marketing products, services, and brands to increase sales and brand equity. A large group of brand managers are asking themselves. “How can we improve brand equity by Using Facebook as a marketing channel?” The results and findings in this research study answer this question and lead brand managers to save time and resources and presents some area of improvements related to their needs.

The Effects of Social Media-Based Brand Communities on Brand Loyalty and Brand Equity

2015 ◽  
pp. 216-243
Author(s):  
Amir Khanlari ◽  
Faezeh Rezaei ◽  
Seyed Abolghasem Mira
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Online Survey ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Future Research ◽  
Brand Trust ◽  
Brand Community ◽  
Positive Effects

Nowadays, the concept of brand community is tied with media. So, the new concept of social media based brand community without constraint of geography is built. In this chapter, we investigate the effects of social media based brand community on elements of the customer centric model, brand loyalty and brand equity through its antecedents (i.e., brand loyalty, brand trust, perceived quality, brand awareness/ association). An online survey with 170 users of brand community of Cinere Company on Facebook was conducted and path analysis technique was applied for data analysis. The results show that brand community of Cinere on social media has positive effects on all elements of the customer centric model. customer/ other customer and customer/ brand relationships have positive effects on brand loyalty with mediating role of brand trust; and loyalty, perceived quality, brand awareness/association have positive effects on brand equity. Interestingly, brand trust contributes only indirectly to brand equity. Finally, implications for practice and future research opportunities are discussed.

Investigating the effects of consumer characteristics with respect to brand knowledge and product involvement on brand alliance evaluation

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Pankaj Singh ◽  
Anees Ahmad ◽  
Gyan Prakash ◽  
Prabhat Kumar Singh Kushwah
Keyword(s):  
Influencing Factors ◽  
Brand Equity ◽  
Influential Factors ◽  
Interactive Effects ◽  
Product Involvement ◽  
Content Type ◽  
Brand Knowledge ◽  
Positive Effects ◽  
Brand Alliance ◽  
The Relationship

PurposeThe purpose of this paper is to take the neglected influencing factors in brand alliance research into account based on consumer characteristics theory and discuss the influencing factors' interactive effects on brand alliance.Design/methodology/approachBased on the theory of consumer characteristics and the S&R model of brand alliance, an experimental design was conducted to examine the relationship among the various variables and moderators, which can test the changes of the dependent variables by controlling and manipulating one or more single variables. The sample includes 400 college students.FindingsThe results demonstrate that brand knowledge positively moderates the relationship between brand equity and consumer brand alliance, but not significantly affect the relationship between alliance evaluation and joint fit; in contrast, product involvement individually plays a positive moderating role on the relationship between joint fit, brand equity and consumer brand alliance evaluation.Originality/valueTwo consumer characteristic, brand knowledge and product involvement moderate the relationship between brand equity, joint fit and consumer brand alliance evaluation. Several empirical studies on brand alliance have documented mostly positive effects of brand alliance on consumer brand evaluations. Two important consumer characteristics' effect on brand alliance evaluation, brand knowledge and product involvement, were testified to expand the scope of influential factors of brand alliance evaluation on the basis of consumers' characteristic theory.

Consumer emotional brand attachment with social media brands and social media brand equity

2019 ◽  
Vol 53 (6) ◽  
pp. 1176-1204 ◽  
Author(s):  
Abhishek Dwivedi ◽  
Lester W. Johnson ◽  
Dean Charles Wilkie ◽  
Luciana De Araujo-Gil
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Consumer Satisfaction ◽  
Data Privacy ◽  
Online Survey ◽  
Rapid Change ◽  
Data Matrix ◽  
Brand Attachment ◽  
Content Type ◽  
Social Media Platforms

PurposeThe ever-growing popularity of social media platforms is evidence of consumers engaging emotionally with these brands. Given the prominence of social media in society, the purpose of this paper is to understand social media platforms from a “brand” perspective through examining the effect of consumers’ emotional attachment on social media consumer-based brand equity (CBBE).Design/methodology/approachThis paper develops a model that outlines how emotional brand attachment with social media explains social media CBBE via shaping consumer perceptions of brand credibility and consumer satisfaction. An online survey of 340 Australian social media consumers provided data for empirical testing. The inclusion of multiple context-relevant covariates and use of a method-variance-adjusted data matrix, as well as an examination of an alternative model, adds robustness to the results.FindingsThe findings of this paper support the conceptual model, and the authors identify strong relationships between the focal variables. A phantom model analysis explicates specific indirect effects of emotional brand attachment on CBBE. The authors also find support for a fully mediated effect of emotional brand attachment on social media brand equity. Further, they broaden the nomological network of emotional brand attachment, outlining key outcomes.Research limitations/implicationsThis paper offers a conceptual mechanism (a chain-of-effects) of how consumer emotional brand attachment with social media brands translates into social media CBBE. It also finds that a brand’s credibility as well as its ability to perform against consumer expectations (i.e. satisfaction) are equally effective in translating emotional brand attachment into social media CBBE.Practical implicationsSocial media brands are constantly challenged by rapid change and ongoing criticism over such issues as data privacy. The implications from this paper suggest that managers should make investments in creating (reinforcing) emotional connections with social media consumers, as this will favorably impact CBBE by way of a relational mechanism, that is, via enhancing credibility and consumer satisfaction.Social implicationsLately, social media in general has suffered from a crisis of trust in society. The enhanced credibility of social media brands resulting from consumers’ emotional attachments will potentially serve to enhance its acceptance as a credible form of media in society.Originality/valueSocial media platforms are often examined as brand-building platforms. This paper adopts a different perspective, examining social media platforms as brands per se and the effects of emotional attachments that consumers develop towards these. This paper offers valuable insights into how consumers’ emotional attachments drive vital brand judgments such as credibility and satisfaction, ultimately culminating into social media CBBE.

scholarly journals Determinants of Fan Engagement in Social Media-Based Brand Communities: A Brand Relationship Quality Perspective

2021 ◽  
Vol 13 (11) ◽  
pp. 6117
Author(s):  
Liguo Lou ◽  
Yongbing Jiao ◽  
Joon Koh
Keyword(s):  
Social Media ◽  
Relationship Quality ◽  
Brand Communities ◽  
Positive Effects ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Willingness To Buy ◽  
The Social ◽  
Research Findings ◽  
Fan Engagement

This study adopts a brand relationship quality (BRQ) perspective to reveal the reason firms’ investments in social media-based brand communities should increase their social relationship marketing performances. An empirical analysis with 234 Facebook users who joined brand communities was conducted to examine the proposed hypotheses, revealing that fan needs fulfillments—information, entertainment, social interaction, and monetary ones—had positive effects on BRQ. Further, BRQ was found to have positive effects on fans’ engagement behavioral intentions toward brands, including willingness to buy, member continuance intention, and electronic word of mouth intention. This study contributes to existing research that indicates a new mechanism of BRQ improvement via the social media-based brand community. Implications corresponding to the research findings as well as study limitations and future directions are also addressed.

scholarly journals What Drives Continuance Intention towards Social Media? Social Influence and Identity Perspectives

2020 ◽  
Vol 12 (17) ◽  
pp. 7081 ◽  
Author(s):  
Athapol Ruangkanjanases ◽  
Shu-Ling Hsu ◽  
Yenchun Jim Wu ◽  
Shih-Chih Chen ◽  
Jo-Yu Chang
Keyword(s):  
Social Media ◽  
Social Identity ◽  
New Media ◽  
Social Influence ◽  
Perceived Usefulness ◽  
Continuance Intention ◽  
Positive Effects ◽  
The Social ◽  
Media Platform ◽  
Continuous Usage Intention

With the growth of social media communities, people now use this new media to engage in many interrelated activities. As a result, social media communities have grown into popular and interactive platforms among users, consumers and enterprises. In the social media era of high competition, increasing continuance intention towards a specific social media platform could transfer extra benefits to such virtual groups. Based on the expectation-confirmation model (ECM), this research proposed a conceptual framework incorporating social influence and social identity as key determinants of social media continuous usage intention. The research findings of this study highlight that: (1) the social influence view of the group norms and image significantly affects social identity; (2) social identity significantly affects perceived usefulness and confirmation; (3) confirmation has a significant impact on perceived usefulness and satisfaction; (4) perceived usefulness and satisfaction have positive effects on usage continuance intention. The results of this study can serve as a guide to better understand the reasons for and implications of social media usage and adoption.

scholarly journals The effect of risk communication on preventive and protective Behaviours during the COVID-19 outbreak: mediating role of risk perception

2021 ◽  
Vol 21 (1) ◽  
Author(s):  
Seyed Taghi Heydari ◽  
Leila Zarei ◽  
Ahmad Kalateh Sadati ◽  
Najmeh Moradi ◽  
Maryam Akbari ◽  
...  
Keyword(s):  
Risk Perception ◽  
Risk Communication ◽  
Structural Equation ◽  
Online Survey ◽  
Equation Modeling ◽  
Mediating Role ◽  
Positive Effects ◽  
Global Pandemic ◽  
And Control ◽  
New Evidence

Abstract Background The COVID-19 outbreak is a global pandemic, during which the community preventive and protective behaviors play a crucial role in the containment and control of infection. This study was designed to contribute to the existing knowledge on how risk communication (RC) and risk perception (RP) affect protective and preventive behaviors (PPB) during the COVID-19 outbreak. Methods The required data were extracted from a national online survey of Iranian adults aged 15 and older during March 15–19, 2020 (n=3213). Data analysis was performed using structural equation modeling. Results The study findings reveal that RC has direct and indirect positive effects on PB. Furthermore, this study also provides new evidence indicating that RP mediates the relationship between RC and PB and there is a two-way relationship between RC and RP. These interactions may have impact on risk communication strategies which should be adopted during this pandemic. Conclusion The study findings have remarkable implications for informing future communications as well as interventions during this ongoing outbreak and subsequent national risk events.

scholarly journals IQ and digital inequality: An empirical investigation

2021 ◽  
pp. 146144482110240
Author(s):  
Alexander JAM van Deursen ◽  
Jan AGM van Dijk
Keyword(s):  
Intelligence Quotient ◽  
Online Survey ◽  
Empirical Investigation ◽  
Internet Access ◽  
Normative Reasons ◽  
Cultural Resources ◽  
Digital Inequality ◽  
Cognitive Intelligence ◽  
Positive Effects ◽  
Current Contribution

Cognitive intelligence is rarely discussed in the context of digital inequality for practical and normative reasons: substantial difficulties around measurements and the fact that it cannot (easily) be changed. In the current contribution, cognitive intelligence is studied in relation to resources and appropriation theory which explains digital inequality as a process of four successive phases of Internet access: motivational, material, skills, and usage. For the measurement of cognitive intelligence, we build on considerable efforts devoted to developing alternatives to cumbersome intelligence quotient (IQ) tests of intelligence. We conducted a two-wave online survey in the Netherlands, resulting in a sample of 1733 respondents. The importance of IQ was confirmed with direct positive effects on education, economic, social, and cultural resources, and on Internet attitude and skills. The results reveal several details that can enhance our understanding of the specific mechanisms through which IQ and education operate in digital inequalities.

scholarly journals Organic Beekeeping Practices in Romania: Status and Perspectives towards a Sustainable Development

Agriculture ◽  
2021 ◽  
Vol 11 (4) ◽  
pp. 281
Author(s):  
Cristina Bianca Pocol ◽  
Peter Šedík ◽  
Ioan Sebastian Brumă ◽  
Antonio Amuza ◽  
Aurica Chirsanova
Keyword(s):  
Online Survey ◽  
Primary Data ◽  
Organic System ◽  
Environmental Aspect ◽  
Positive Effects ◽  
Travel Restrictions ◽  
Health Related ◽  
Social Components ◽  
Demand For Health ◽  
Organic Principles

Romanian beekeeping faces a lot of challenges nowadays due to the problems related to climate change, the use of pesticides in agriculture, but also to the pandemic crisis. In this context, organic beekeeping represents an important alternative to traditional apicultural practices. The purpose of the study was to present the current situation of organic beekeeping in Romania, but also to identify some aspects related to sustainability. The research methodology was based on secondary and primary data. An online survey was conducted in 2020 on a sample of 433 Romanian beekeepers. The main findings showed that the majority of participants were aware of organic principles and were familiar with the concept of sustainability in beekeeping. However, only a small percentage of beekeepers were certified in the organic system. The evaluation of the concept of sustainability showed that the most important factor for the surveyed beekeepers was the environmental aspect, followed by the economic and social components. The pandemic crisis has negatively impacted the beekeepers’ activities due to travel restrictions and the limited access to the apiaries. If, in economic terms, they were affected by the sales drop in the first months of the crisis, there were also some positive effects such as the increase in demand for health-related products.

Revisiting the effects of anthropomorphism on brand relationship outcomes: the moderating role of psychological disposition

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kuan-Ju Chen ◽  
Jhih-Syuan Lin
Keyword(s):  
Online Survey ◽  
Mediating Effects ◽  
Literature Study ◽  
Psychological Traits ◽  
Brand Attachment ◽  
Content Type ◽  
Brand Relationship ◽  
Wide Range ◽  
Relationship Outcomes ◽  
Psychological Disposition

Purpose Given the thriving attention paid to brand personification in marketing, this paper aims to delve into consumers’ psychological traits that may moderate the positive anthropomorphic effects on brand outcomes specific to relationship marketing. Design/methodology/approach A theoretical model was proposed based on a review of the extant literature. Study 1 conducted an online survey and used confirmatory factor analysis to validate the constructs significantly correlated with anthropomorphic processing. Two follow-up studies (Study 2a and 2b) using experimental designs were performed to provide evidence substantiating the moderated mediation in the process. Findings Based on the results across the three studies, motivational, rather than cognitive, disposition significantly correlates with perceived anthropomorphism and brand relationship outcomes. Need for belonging serves as a sociality moderator in strengthening the mediating effects of perceived anthropomorphism on brand attachment and brand experience, respectively. Parasocial interaction serves as an effectance moderator in augmenting the mediating effects of perceived anthropomorphism on brand attachment. Research limitations/implications This research extends and contrasts the theoretical grounding for anthropomorphism as a set of situational consumer perceptions by integrating its boosting factors in social psychology with emerging brand constructs in marketing and consumer behavior research. More studies are encouraged to probe into the complex anthropomorphic phenomenon. Practical implications This research sheds light on marketers’ strategic management efforts in implementing brand personification to target a wide range of market segments with diverse psychological disposition. Originality/value Conceiving anthropomorphism as an in-process situational output in information processing, this research provides further understanding of the psychological traits that facilitate the construction of consumer-brand relationships through anthropomorphic perceptions in the context of brand personification.

Antecedents of the attitude toward the athlete celebrities' human brand extensions

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jakeun Koo
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Brand Extensions ◽  
Equation Modeling ◽  
Image Transfer ◽  
Content Type ◽  
Before And After ◽  
Research Findings ◽  
Survey Results ◽  
Human Brands

PurposeThe present study aims to examine how consumers evaluate the extended human brands of athlete celebrities beyond their unique brand personality associated with sports. Athlete celebrities' unique image in sports is used as a human brand, and attitude toward the athlete brand extensions is investigated when the athlete's name is included in a new non-sport brand. The concepts of brand extensions were employed to develop the ideas of human brand extensions.Design/methodology/approachIn total, 198 participants answered online survey questions before and after being informed of athlete brand extensions. Partial least squares structural equation modeling is utilized to test the hypotheses.FindingsThe survey results indicated that athlete–product fit and image transfer positively influenced attitude toward the extension. In addition, attitude toward the athlete brand extensions was significantly influenced by consumers' pre-existing attitude toward the celebrity; however, not by celebrity's expertise.Originality/valueThe research findings imply that some brand extension concepts are applicable to human brands to understand the effectiveness of athlete brand extensions for non-sport products.

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