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

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

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THE INFLUENCE ANALYSIS OF SOCIAL MEDIA MARKETING ACTIVITIES’ DIMENSIONS ON CUSTOMER LOYALTY THROUGH VALUE EQUITY, BRAND EQUITY, AND RELATIONSHIP EQUITY TO SHOPEE INDONESIA CUSTOMERS IN SURABAYA

International Journal of Research Publications ◽

10.47119/ijrp100691120211664 ◽

2021 ◽

Vol 69 (1) ◽

Author(s):

Zatira Yuningwati Sutrisno ◽

Ronald Suryaputra ◽

Dr. Amelia

Keyword(s):

Social Media ◽

Brand Equity ◽

Customer Loyalty ◽

Social Media Marketing ◽

Influence Analysis ◽

Marketing Activities ◽

Relationship Equity ◽

Value Equity

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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.

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The influence of social media marketing activities on customer loyalty

Benchmarking An International Journal ◽

10.1108/bij-05-2017-0092 ◽

2018 ◽

Vol 25 (9) ◽

pp. 3882-3905 ◽

Cited By ~ 14

Author(s):

Mayank Yadav ◽

Zillur Rahman

Keyword(s):

Social Media ◽

Customer Loyalty ◽

Positive Influence ◽

Customer Equity ◽

Social Media Marketing ◽

Content Type ◽

Five Dimensions ◽

Theoretical Support ◽

Marketing Activities ◽

The Impact

PurposeThe purpose of this paper is to examine the impact of perceived social media marketing activities (SMMAs) on customer loyalty via customer equity drivers (CEDs) in an e-commerce context.Design/methodology/approachThe study surveyed 371 students from a large university in India. The data were analyzed via confirmatory factor analysis and the research hypotheses were examined using SEM.FindingsThe study revealed three key findings. First, perceived SMMAs of e-commerce comprise five dimensions, namely, interactivity, informativeness, word-of-mouth, personalization and trendiness. Second, perceived SMMAs of e-commerce have significantly and positively influenced all the drivers of customer equity (CEDs). Third, the CEDs of e-commerce exhibit a significant and positive influence on customer loyalty toward the e-commerce sites.Practical implicationsThis study will help e-commerce managers to boost customer loyalty toward the e-commerce sites through perceived SMMA.Originality/valueThe study is the first to identify five dimensions of e-commerce perceived SMMA. The current study also introduces the stimulus–organism–response model as a theoretical support to connect perceived SMMAs of e-commerce to customers’ loyalty via CEDs. This is supposed to be the first study to examine the impact of perceived SMMA on customer loyalty toward the e-commerce sites via CEDs in the e-commerce industry.

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The Effect Of Social Media Marketing On Value Equity, Brand Equity And Relationship Equity On Young Entrepreneurs In Medan City

Proceedings of the 1st Economics and Business International Conference 2017 (EBIC 2017) ◽

10.2991/ebic-17.2018.84 ◽

2018 ◽

Author(s):

Bongsu Hutagalung ◽

Syafrizal Helmi Situmorang

Keyword(s):

Social Media ◽

Brand Equity ◽

Social Media Marketing ◽

Relationship Equity ◽

Value Equity ◽

Young Entrepreneurs

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

Advances in Marketing, Customer Relationship Management, and E-Services - Handbook of Research on Integrating Social Media into Strategic Marketing ◽

10.4018/978-1-4666-8353-2.ch005 ◽

2015 ◽

pp. 73-87 ◽

Cited By ~ 2

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.

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