The Impact of Social Media Marketing on Consumer based brand Equity for White Goods brands in India

2021 ◽  
Vol 17 (1) ◽  
Author(s):  
Nidhi Midha ◽  
Sachita Yadav ◽  
Sanjay Srivastava
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Reliability And Validity ◽  
Cost Effective ◽  
Past Research ◽  
Social Media Marketing ◽  
Business World ◽  
Marketing Function ◽  
The Impact ◽  
White Goods

Purpose-Social Media has become an integral part of today's life. The business world has seen numerous opportunities in its application, and it has added new dimensions to the marketing function. This paper studies the impact of social media marketing (SMM) functionalities on the brand equity elements for the white goods brands in India. Design/Methodology/ Approach-The study approaches social media functionalities and brand equity as developed by the ISMBE model (Babac,2011) and explores the impact of social media marketing (SMM) variables on the brand equity of the white goods brands in India. The researcher has drawn from past studies on social media marketing and study of brand equity to develop a standardized questionnaire which was administered on a random sample of 150 respondents using Google forms. Various tests of reliability and validity were applied to test the variables, data was analyzed using linear and multiple regression, and finally regressions equations were established to understand the impact of dependent and independent variables. Findings-The study is effective in determining that social media marketing is helpful in building brand equity. The study stresses that white goods brands should consider social media marketing to access consumers in a cost-effective way to build and strengthen brand equity. The findings of the research corroborate with the framework suggested in the ISMBE model. Originality / Value-There is very little research done in the areas of social media marketing and its impact on consumer-based brand equity. While past research has dealt with some categories of brands like mobiles, fashion, malls etc. but there is no study on impact of social media variables on the brand equity of white goods brands in India therefore to that extent it contributes to a fresh understanding on this category in India.

The Influence of Social Media Marketing Efforts and Brand Equity on Consumer Response

MEDIASI ◽  
2021 ◽  
Vol 2 (3) ◽  
pp. 163-180
Author(s):  
Dwi Mandasari Rahayu
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Consumer Response ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Trust ◽  
Study Results ◽  
Brand Involvement ◽  
The Impact

This research aims to determine the effect of social media marketing on brand equity, the impact on consumer response, and the effect on consumer response. The research methodology used is a survey. The number for the sample is 269 Telkomsel Jabodetabek customers. This study uses three hypothetical relationship models. Data analysis used Structural Equation Modeling (SEM) to determine the test of the effect of independent variables on the dependent variable. The study results indicate the influence of social media marketing efforts on brand equity and consumer response. However, there is no effect between brand equity and consumer response. The limitation of this study is that it only examines Telkomsel's customer respondents and does not examine factors such as brand involvement, brand experience, brand trust, and brand satisfaction.

Branded Content on Social Media

2017 ◽  
pp. 118-131
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Vital Part ◽  
Long Run ◽  
Social Media Platforms ◽  
Marketing Tool ◽  
The Impact

Social media platforms have become a powerful marketing tool for brands in order to reach new audiences and engage with them. Creative content is a vital part of social media marketing strategies, as innovative content can attract more users and improve brand health. In this chapter, the channels and creative strategies that are being utilized by marketers in social media are explored, and brand health, which is how the brand is evaluated by consumers, is examined. Brand health is an indicator for brand equity in the long run, and as such, the impact of social media marketing on it should be considered by managers.

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

2016 ◽  
Vol 17 (3) ◽  
pp. 243-255 ◽  
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.

The impact of social media marketing activities on brand equity in the banking sector in Bangladesh: the mediating role of brand love and brand trust

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Md. Hafez
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Banking Sector ◽  
Switching Behavior ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Trust ◽  
Brand Love ◽  
Content Type ◽  
The Impact

PurposeThis research aims to explore the impact of social media marketing (SMM) activities on brand equity (BE) in the banking sector in Bangladesh. Moreover, brand love and brand trust are examined as a mediator of SMM activities and BE.Design/methodology/approachData were collected from a total of 289 banking customers in Bangladesh through a structured questionnaire and the hypotheses were examined using structural equation modeling (SEM).FindingsThe results validated that SMM activities have no significant influence on BE directly. Furthermore, brand love fully mediates the linkage between SMM activities and BE. Likewise, brand trust was found to have a partial mediation effect on SMM activities and BE.Research limitations/implicationsThis study was based on a specific sector in a particular geographic area. Hence, cross-cultural studies on different sectors need to be conducted to generalize the findings of the current research.Practical implicationsThe study offers useful insights for bank marketers to successfully manage SMM activities that can generate consumer interest toward a bank's brand and prevent switching behavior. Furthermore, the proliferation of authentic brand-related information over a firms' social media pages can build strong brand trust, which in turn contributes to BE for the banks.Originality/valueThe study further extended the current knowledge by showing that how SMM activities influence BE in the banking sector in Bangladesh. Also, this study empirically corroborates the mediation influence of brand love and brand trust on SMM activities and BE in the banking sector in Bangladesh, which was rarely tested in prior studies. Hence, the findings will add value to the nascent literature of BE from an SMM perspective.

A Measure of Social Media Marketing: Scale Development and Validation

2019 ◽  
Vol 8 (2) ◽  
pp. 158-168
Author(s):  
Mohammad Furqan Khan ◽  
Anisa Jan
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Discriminant Validity ◽  
Social Media Marketing ◽  
Measurement Scale ◽  
Convergent And Discriminant Validity ◽  
Master's Thesis ◽  
Marketing Activities ◽  
The Difference ◽  
The Impact

With the evolution of social media the world has witnessed an information explosion. The role of social media in influencing the consumer behavior is huge, but the studies conducted in these areas are insignificant. Scholars have identified different variables over time to study social media marketing, but functionality-based approach was only investigated by Babac (Impact of social-media use on brand equity of magazine brands: A qualitative study of Vogue Turkey, Unpublished Master’s thesis, 2011) and Tresna and Wijaya (iBuss Management, 3: 37–48, 2015). Tresna and Wijaya’s (iBuss Management, 3: 37–48, 2015) study was based on Instagram, therefore, their scale could not be used for Facebook, because of the difference in website functionalities. Most of the social media marketing activities are carried on Facebook and to measure these marketing efforts a research instrument is needed. Therefore, this study is an attempt to develop a measurement scale to assess the influence of social media functionalities. In order to identify the factors of social media, exploratory factor analysis (EFA) was run on a sample of 122 respondents in SPSS 20. EFA was run on 34 items and seven items were removed in the first round. In the second round EFA was run on the remaining 27 items and five items were dropped. Third time when EFA was run, all 22 items loaded well on the seven factors of social media with a cumulative variance of 82.95 percent. The scales reliability was tested by using Cronbach’s alpha which was above the threshold. Further the scale was also tested for convergent and discriminant validity, that indicated positive results. Therefore, 22 items scale to measure seven functionalities of social media websites was found to be reliable and valid. This study is unique because, a measurement scale to investigate the influence of social media functionalities of Facebook is developed. Previous study was based on Instagram and only six functionalities were measured, whereas this study has filled that gap by providing a full-fledged scale to measure the seven functionalities of social media. This scale can be further used to study the impact of these seven functionalities on various dimensions of consumer-based brand equity, purchase intentions, and brand experience.

scholarly journals DEVELOPMENT MODEL OF SOCIAL MEDIA MARKETING – CONSUMER LOYALTY MEDIATED BY BRAND EQUITY AND CONSUMER RESPONSE TO FASHION BRANDED PRODUCTS

2020 ◽  
Vol 2 (1) ◽  
pp. 20-29
Author(s):  
Ade Octavia ◽  
Husni Hasbullah ◽  
Yayuk Sriayudha
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Consumer Response ◽  
Social Media Marketing ◽  
Consumer Loyalty ◽  
Business World ◽  
World Government ◽  
Fashion Products ◽  
Before And After ◽  
The Relationship

Cunsumer loyalty is determined by a positive response to the perceived experience. The use of social media in marketing products can improve the quality of marketing. The purposes of this research are to: (1). Explain the relationship between social media marketing and consumer loyalty with brand equity as a mediation variable. (2). Explain the relationship between social media marketing and consumer loyalty with consumer response as a mediation variable (3). Develop a model of social media marketing and consumer loyalty relationships. The design of the research was done quantitatively to analyze the model of the relationship between social media marketing and consumer loyalty. To interpret quantitative results used focus Group discusion (FGD) methods and literature studies. The research sample numbered 200 respondents with consumer criteria of users of branded fashion products. Analysis tools using SEM with PLS Software. The results showed a positive and significant relationship between social media marketing to the consumer loyalty of fashion products both before and after mediated by brand equity and consumer response. The priority of the research to be conducted lies in how digital development in marketing contributes thought to the business world, government and how this study strengthens the theory for similar research

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