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.

Purpose This paper aims to understand the impact of service quality on corporate image and customer satisfaction. Furthermore, this study also examined the influence of corporate image and customer satisfaction on revisit intention and word of mouth. The mediation effect of corporate image and customer satisfaction on the relationships between service quality–revisit intention and service quality–word of mouth was also examined. Design/methodology/approach This study used the survey questionnaire method and collected data from 253 respondents comprising of customers who had karaoke singing experience in the Karaoke television (KTV). The partial least squares structural equation modeling was used in this study. Findings This study found that service quality has a significant positive influence on corporate image and customer satisfaction. Corporate image does not have a significant influence on revisit intention but has a significant positive influence on word of mouth. Furthermore, customer satisfaction has a significant positive influence on revisit intention and word of mouth. The mediation effect of corporate image and customer satisfaction is also found to be significant for most of the relationships. Originality/value This study showed the importance of service on customers’ reactions and behaviors in the KTV context, which have not been previously investigated. Businesses should always provide superior service quality to their customers because it impacts their subsequent behaviors such as revisit intention and word of mouth.

Guided by a stimulus-organism-response model (SOR), this study proposes a theoretical framework that explains how various dimensions of servicescape in the karaoke entertainment business can affect customer satisfaction, which in turn influences the corporate image, revisit intention, and word-of-mouth. This study employed the survey method by distributing questionnaires to karaoke customers. A total of 253 usable data were collected. Partial Least Squares (PLS) analysis, a variance-based structural equation modelling, was employed to test the proposed hypotheses. In addition, this study conducted a post-hoc mediation test to explore the mediation effect of customer satisfaction and performed the importance-performance map analysis (IPMA) to better understand the current performance and significance of servicescape as well as the quality of employee service on customer satisfaction. This study found that functionality, spatial layout, signs and symbols, and employee service quality have a significant influence on customer satisfaction. However, ambience (lighting and temperature), ambience (air and noise) and cleanliness have an insignificant influence on customer satisfaction. It has been established that customer satisfaction has a significant influence on corporate image, revisit intention, and word-of-mouth. This study discusses the managerial implications and future recommendations.