Perceived social media marketing activities and consumer-based brand equity
By Kian Yeik Koay, D. Ong, Kim Leng Khoo, Hui Jing Yeoh. 2020
229 citations recorded by the source corpus.
PurposeThe purpose of this research is to investigate the influence of perceived social media marketing activities on consumer-based brand equity, mainly predicated on the S-O-R model. Furthermore, brand experience is tested as a mediator of the relationship between perceived social media marketing activities and consumer-based brand equity, whereas co-creation behaviour is also examined as a moderator on the relationship between perceived social media marketing activities and brand experience.Design/methodology/approachA structured survey questionnaire was developed and distributed to social media users from a large private university in Malaysia. A total of 253 valid responses were obtained. Hypotheses were tested employing partial least squares structural equation modelling (PLS-SEM).FindingsThe results indicated that perceived social media marketing activities have a significant positive influence on consumer-based brand equity. In addition, brand experience mediates the relationship between perceived social media marketing activities and consumer-based brand equity. Surprisingly, co-creation behaviour was found to have no moderating effect on the relationship between perceived social media marketing activities and brand experience. Furthermore, using the PROCESS macro, we found that the indirect effect of perceived social media marketing activities on consumer-based brand equity through brand experience is not moderated by co-creation behaviour.Originality/valueThis research further extended the current knowledge by demonstrating that the influence of perceived social media marketing activities on consumer-based brand equity is mediated by brand experience. Also, this research utilised the strength of PLS–SEM in dealing with higher-order constructs, allowing us to develop and test a parsimonious model that is useful for practitioners.
Subfields: Information Systems and Management, Marketing, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/09463d715a9d886bb008697de675bbc89bcbc88f
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In Information Systems and Management
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Citations in the corpus
- Social Media Marketing Activities and Brand Loyalty: A Meta-Analysis Examination (2021, background): “…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 al., 2020; Panigyrakis et al., 2019; 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): “While the effects of SMMA on branding and brand equity have been investigated by some studies [10,12,16], few researchers have explained how and why SMMA affect revisit intention [17], brand loyalty [18,19], and brand trust [20,21].”
- The role of consumer-consumer interaction and consumer-brand interaction in driving consumer-brand engagement and behavioral intentions (2021, unknown): “Thus, we followed recent studies in consumer-brand engagement (e.g. Cheung et al., 2020b; Harrigan et al., 2018; Koay et al., 2020) to use PLS-SEM to perform data analysis.”