Social media (SM) is an important and emerging area of research, which is of interest to marketers and academicians. Researchers have been studying the impact of social media marketing (SMM) on dimensions such as consumer-based brand equity, purchase intentions, attitudes and others. However, there are insignificant number of studies that have investigated the influence of SMM on brand experience. In this study, content sharing and interaction have been identified as two important marketing activities carried out by organizations in virtual communities. Therefore, the main objective of this study is to investigate the impact of content sharing and interaction on four dimensions of brand experience (sensory, affective, behavioural and intellectual). A mall-intercept survey was used to collect the data and 300 respondents were targeted, which resulted in 205 complete responses. Exploratory factor analysis (EFA) was run on independent and dependent variables, which was followed by confirmatory factor analysis (CFA) to validate the scale. The measurement scale was found to be reliable as well as valid. To test the hypothesis, structural equation modelling (SEM) was used and eight hypotheses were tested. The results showed that the content sharing and interaction have a positive significant impact on sensory, affective, behavioural and intellectual experiences.
Brands are considered as of one of the strategic and valuable assets which drive business organizations in modern times. The increasing competition in the business environment, commoditization of products and rise of informed customers in contemporary times has compelled businesses to focus on hedonic attributes in their product offerings. The scope of experiential marketing goes beyond the traditional marketing as it adds hedonic character to the marketing activity. Brand experience is one such construct which is crucial for organizations and research has shown its influence on brand equity. Thus companies pay significant attention in generating pleasing brand experiences for their customers. For businesses to stay relevant in modern times, they need to pay attention to each aspect of the brand experience for a better brand value. Brand experience provides businesses with multiple opportunities using multiple customer-brand interaction for an enjoyable experience for their customers. This paper has critically analyzed both brand experience and brand equity in the existing literature. And at the same time, relationship between these two constructs is discussed which will provide important directions for future researchers in this domain. This research paper provides valuable insights for marketing managers on the importance of delivering pleasing brand experiences for their customers for a stronger brand equity.
Brand equity is one of the prime and strategic assets for most of the contemporary business organizations. Companies are focusing on novel and innovative ways in order to build brand equity. Brand experience is one such construct which can be used by marketing managers in building and managing brand equity. Only a few studies have explored the relationship between brand experience and brand equity, particularly in the online shopping industry. This study was carried out in the State of Jammu and Kashmir to examine the influence of brand experience on brand equity. A multi-stage sampling method was employed to target 460 respondents which finally resulted in 403 functional responses. Exploratory Factor analysis (EFA) was conducted for both brand experience and brand equity followed by confirmatory factor analysis (CFA) for scale validation. The measurement scale was further subject to reliability and validity tests. Finally, structural equation modelling (SEM) was used to test the hypotheses formulated for the study. The results revealed that four dimensions of brand experience (sensory, affective, behavioural and intellectual) have a positive influence on all four dimensions of brand equity (brand awareness, brand association, perceived quality, brand loyalty). The study findings have further reinforced the research domain in brand experience which implies that producing unique and pleasing brand experiences will lead to improved perception amongst online shopping consumers and thus, influence brand equity. In the light of growing importance of brand experience in marketing, this study is a significant contribution to existing literature. The findings from this research study will provide useful insights to both academicians and marketers. Future researchers can focus on extending this study to other industries and by including additional variables.
The aim of this article is to examine the bibliometric analysis of global publication output on coronavirus, as covered in Web of Science during the period from 2000 to 2019. A total of 10,861 documents were found during a 20-year period spanning from 2000 to 2019 published in the ISI Web of Science. The study analyses annual productivity, most productive source titles, prolific countries, eminent institutions, linguistic analysis and productivity of authors and their contribution in the subject area. The findings reveal that the most productive year of publication was 2004 that included 782 publications with the majority published in the Journal of Virology. The result further indicates that the USA, China and Germany are the most productive countries in the field of Coronavirus research output. In terms of institutional output, University of Hong Kong emerged as the most productive institution; Yuen KY from Hong Kong is the most prolific author. In the subject category type, the most prominent subject field is Virology, Infectious Disease and Veterinary Science. The findings of the study are limited to the data harvested from ‘Web of Science’. This study is of immense relevance to researchers and academicians who are searching for answers to this pandemic. This will provide insights to academicians to collaborate with other researchers based on the quality of the research produced by other countries and institutes. The study is useful for researchers, immunologists and epidemiologists who are interested in the field of Coronavirus and serves as a base for future research.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.