Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience

By Lamberto Zollo, Raffaele Filieri, Riccardo Rialti, Sukki Yoon. Journal of business research, 2020

330 citations recorded by the source corpus.

Abstract Consumers increasingly use social media brand communities to gather information about brands and to inform their purchase decisions. Building on uses and gratifications theory and brand experience we hypothesize that consumer benefits deriving from participation in such communities and brand experience mediate the relationship between social media marketing (SMM) activities and consumer-based brand equity (CBBE) among Millennials. Partial least squares path modeling (PLS) was used to test the research model with a sample of 326 followers of luxury fashion brands on social media. The findings reveal that cognitive, personal integrative, and social integrative benefits mediate the SMM–CBBE relationship, but hedonic benefits do not. Moreover, both emotional and rational brand experience significantly predict brand loyalty, brand awareness, and perceived quality. Luxury brand managers may use these findings to develop SMM strategies that enhance Millennials’ overall brand experience and assessments of brand equity in social media environments.

Subfields: Information Systems and Management, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/08885ddc313c35be1fb253007355acc057d28d65

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Information Systems and Management

1. Blend Ibrahim
2. Anna Marrucci
3. Riccardo Rialti
4. Cristiano Ciappei
5. Ahmad Aljarah
6. Lamberto Zollo

In Marketing

1. Blend Ibrahim
2. Dima Sawaftah
3. Ahmad Aljarah

In Sociology and Political Science

1. Blend Ibrahim
2. Anna Marrucci
3. Riccardo Rialti
4. Cristiano Ciappei
5. Ahmad Aljarah
6. Lamberto Zollo

Citations in the corpus

• Social Media Marketing Activities and Brand Loyalty: A Meta-Analysis Examination (2021, background): “Kim and Ko (2012) model of SMMA has recently become significant in marketing research because various studies have applied the five dimensions of SMMA with different customers responses (Athwal et al., 2018; Chen & Lin, 2018; Cheung et al., 2020; Godey et al., 2016; Koay et al., 2020; Moslehpour et ”
• How do museums foster loyalty in tech-savvy visitors? The role of social media and digital experience (2021, background): “The obtained value is increasingly related to intangible and memorable feelings, differentiating one provider from another (Zollo et al., 2020).”
• Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism (2021, background): “For instance, the investigation of Ibrahim and Aljarah [17] in the relationship between SMMA and revisit intention of five-star hotels in Northern Cyprus found that SMMA can improve i r .”