Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the impact of firm-created and user-generated social media communication on brand equity, brand attitude and purchase intention by using a standardized online survey throughout Poland. To test the conceptual model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing and mobile network operators. When analyzing the data, we applied the structural equation modeling technique to both investigate the interplay of firm-created and user-generated social media communication and examine industry-specific differences. The results of the empirical studies showed that usergenerated social media communication had a positive influence on both brand equity and brand attitude, whereas firm-created social media communication affected only brand attitude. Both brand equity and brand attitude were shown to have a positive influence on purchase intention. In addition, we assessed measurement invariance using a multi-group structural modeling equation. The findings revealed that the proposed measurement model was invariant across the researched industries. However, structural path differences were detected across the models.

The impact of brand communication on brand equity through FacebookPurpose: The purpose of this study is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity metrics through Facebook.Design/methodology/approach: We evaluated 302 data sets that were generated through a standardized online-survey to investigate the impact of firm-created and user-generated social media brand communication on brand awareness/associations, perceived quality, and brand loyalty across 60 brands within three different industries: non-alcoholic beverages, clothing, and mobile network providers. We applied structural equation modeling techniques (SEM) to investigate the effects of social media brand communication on consumers' perception of brand equity metrics, as well as in an examination of industry-specific differences. Findings:The results of our empirical studies showed that both firm-created and usergenerated social media brand communication influence brand awareness/associations; whereas, user-generated social media brand communication had a positive impact on brand loyalty and perceived brand quality. Additionally, there are significant differences between the industries being investigated. Originality/value:This article is pioneering in that it exposes the effects of two different types of social media brand communication (i.e., firm-created and user-generated social media communication) on consumer-based brand equity metrics, a topic of relevance for both marketers and scholars in the era of social media. Additionally, it differentiates the effects of social media brand communication across industries, which indicate that practitioners should implement social media strategies according to industry specifics to lever consumer-based brand equity metrics.Keywords: brand equity; CBBE; social media; firm-created content; user-generated content; Facebook Article Classification: Research paper IntroductionBy taking advantage of Web 2.0 technologies, companies are using social network sites (hereafter: SNS) to promote and relay information about their brands (Kaplan and Haenlein, 2012). With the number of people accessing the Internet exceeding 34% of the world's population (Internet World Stats, 2013), and 1.2 billion monthly active users accessing the social network site Facebook (Facebook, 2013), brands such as Starbucks, Zara, and Orange seek to connect with customers and enhance their brand communication using social media channels. Social media is changing traditional marketing communication. Internet users are gradually shaping brand communication that were previously controlled and administered by marketers. The traditional one-way communication is now multidimensional, two-way and peer-to-peer communication (Berthon et al., 2008). Addressing to the modern changes in marketing communication, this article provides a better understanding of the effects of firm-created and user-generated brand communication through the most popul...

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Previous research on gaming disorder (GD) has highlighted key methodological and conceptual hindrances stemming from the heterogeneity of nomenclature and the use of nonstandardized psychometric tools to assess this phenomenon. The recent recognition of GD as an official mental health disorder and behavioral addiction by the World Health Organization (WHO) in the 11th Revision of the International Classification of Diseases (ICD-11) opens up new possibilities to investigate further the psychosocial and mental health implications due to excessive and disordered gaming. However, before further research on GD can be conducted in a reliable way and within a robust cross-cultural context, a valid and reliable standardized psychometric tool to assess the construct as defined by the WHO should be developed. The aim of this study was to develop The Gaming Disorder Test (GDT), a brief four-item measure to assess GD and to further explore its psychometric properties. A sample of 236 Chinese (47% male, mean age 19.22 years, SD = 1.57) and 324 British (49.4% male, mean age 26.74 years, SD = 7.88) gamers was recruited online. Construct validity of the GDT was examined via factorial validity, nomological validity, alongside convergent and discriminant validity. Concurrent validity was also examined using the Internet Gaming Disorder Scale-Short-Form (IGDS9-SF). Finally, reliability indicators involving the Cronbach's alpha and composite reliability coefficients were estimated. Overall, the results indicated that GDT is best conceptualized within a single-factor structure. Additionally, the four items of the GDT are valid, reliable, and proved to be highly suitable for measuring GD within a cross-cultural context.

Background: ‘Gaming Disorder’ (GD) has received increased medical attention and official recognition from both the American Psychiatric Association (APA) and the World Health Organization (WHO). Although these two medical organizations have independently developed promising clinical diagnostic frameworks to assess disordered gaming, little is known about how these frameworks compare at different psychometric levels in terms of producing consistent outcomes in the assessment of GD. Methods: A sample of 1429 German gamers (Meanage = 29.74 years; SD = 12.37 years) completed an online survey including measures on different psychopathological symptoms (depression, loneliness and attention problems), gaming motives and disordered gaming according to the WHO and APA frameworks. Results: The findings suggest the existence of minor discrepancies in the estimation of prevalence rates of GD according among the two frameworks. Nevertheless, both diagnostic frameworks are fairly consistent in the psychometric prediction of GD in relation to gaming motives and psychopathological symptoms. The findings underscore the role of key gaming motives as risk factors and protective factors across both diagnostic frameworks. Finally, the study provides support for the WHO diagnostic framework for GD and its measurement with the German Gaming Disorder Test (GDT). The findings and their implications are further discussed in terms of clinical relevance.

Internet Gaming Disorder (IGD) has been recognized by the American Psychiatric Association (APA) as a tentative disorder in the latest fifth revision of the Diagnostic and Statistical Manual of Mental Disorders (DSM-5). In order to advance research on IGD, the APA has suggested that further research on the nine IGD criteria to investigate its clinical and empirical feasibility is necessary. The aim of the present study was to develop the Polish the Internet Gaming Disorder Scale–Short-Form (IGDS9-SF) and scrutinize the nine IGD criteria empirically. To achieve this, the newly developed IGDS9-SF was examined using a wide range of psychometric methods, including a polytomous Item Response Theory (IRT) analysis to evaluate the measurement performance of the nine IGD criteria. A sample of 3377 gamers (82.7% male, mean age 20 years, SD = 4.3 years) was recruited online for the present study. Overall, the findings obtained confirmed that suitability of the Polish IGDS9-SF to assess IGD amongst Polish gamers given the adequate levels of validity and reliability found. The IRT analysis revealed that the IGDS9-SF is a suitable tool to measure IGD levels above the average; however, criteria “continuation” (item 6), “deception” (item 7), and “escape” (item 8) presented with poor fit. Taken together, these results suggest that some of the diagnostic criteria may present with a different clinical weighting towards final diagnosis of IGD. The implications of these findings are further discussed.

Given the indirect role of social media in value creation, the article "Social media:Influencing customer satisfaction in B2B sales" by Agnihotri, Dingus, Hu, and Krush (2016) is notable for highlighting the role of social media as an antecedent to value generation within the sales process. Considering the fast pace at which knowledge of the impact of social media within B2B sales is developing, we critically appraise Agnihotri et al.'s work and position it within the emerging literature on social media communication in the sales process. We conclude with a research agenda identifying a diverse set of new directions for investigating social media within the sales process.

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