The Impacts of Electronic Word of Mouth on Brand Equity in the Context of Social Media

By Erfan Severi, Kwek Choon Ling, A. Nasermoadeli. 2014

140 citations recorded by the source corpus.

Social media has become the driving force which transforms the web into an interactive information andcommunications technology device. Social media has a significant role in influencing customer’s choice inselecting products and services based on the customers’ feedbacks that appeared in the weblogs, web sites,online boards and other kinds of user-generated content (Raman, 2009). It is indeed important to remember thatbrand equity is no longer valued by large sums of money that companies invest; instead customers are dictatingthe value of brand equity by what they are saying to each other. Therefore, this study will focus on evaluating theroles of various brand equity constructs (including brand loyalty, brand association, brand awareness and brandimage) in mediating the interrelation among electronic word of mouth and the dimensions of brand equity in thecontext of social media. There were total of 300 usable questionnaires were collected in this research. Thefinding revealed that there is an indirect inter-relationship between electronic word of mouth and the dimensionof brand equity, mediated by the respective various brand equity constructs.

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

View Paper: https://www.semanticscholar.org/paper/959c828f88988b10c95714566786da7879ba5d69

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. S. Maria
2. D. Darma
3. Tommy Pusriadi
4. Y. P. Hakim

In Marketing

1. S. Maria
2. D. Darma
3. Tommy Pusriadi
4. Y. P. Hakim

In Sociology and Political Science

1. S. Maria
2. D. Darma
3. Tommy Pusriadi
4. Y. P. Hakim

Citations in the corpus

• The Effect of Social Media Marketing, Word of Mouth, and Effectiveness of Advertising on Brand Awareness and Intention to Buy (2019, background): “Another study conducted by Severi et al. (2014), in this research brand equity is measured through brand awareness, brand associations, brand loyalty, brand image and perceived quality.”