The Impact of User Interactions in Social Media on Brand Awareness and Purchase Intention: The Case of MINI on Facebook

Dennhardt, Severin

doi:10.1007/978-3-658-02350-8_9

Cited by 5 publications

(3 citation statements)

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“…Loureiro et al(2017) mentioned that"the emotional connection and the feeling of anxiety when not having the brand, make consumers more inclined to recommend the brand to others via online platforms". Customers who are irritated with the brand's communications on SM may discontinue value co-creating activities (Dennhardt et al, 2013). Wallace et al (2021) acknowledged that BL is a significant predictor of VC.…”

Section: Moderating Role Of Brand Lovementioning

confidence: 99%

The Role of Social Media Marketing on Overall Brand Equity in the Telecommunication Sector in Bangladesh

Hafez

2022

International Journal of Asian Business and Information Management

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The objective of this study is to investigate the role of social media marketing (SMM) on overall brand equity (OBE) via value co-creation (VC) in the telecommunication sector in Bangladesh. Moreover, brand love is tested as a moderator of SMM and VC. A structured questionnaire was distributed to collect survey data from 241 mobile subscribers using a systematic sampling method from different areas of Dhaka city in Bangladesh. The hypotheses were examined using structural equation modeling (SEM). The findings have shown that social media marketing has a substantial direct influence on value co-creation which has also a significant direct influence on OBE. Findings have indicated that VC is partially mediated the relationship between SMM and OBE. The results have asserted that SMM significantly influences OBE. Furthermore, the results have affirmed that brand love act as a moderator to strengthen the relationships between SMM and VC.

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Section: Moderating Role Of Brand Lovementioning

confidence: 99%

The Role of Social Media Marketing on Overall Brand Equity in the Telecommunication Sector in Bangladesh

Hafez

2022

International Journal of Asian Business and Information Management

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“…Very few customers can recall more than seven or eight brands from a particular category, and most customers can quickly recall only one or two (Hibić & Poturak, ). Research shows that there are many products and brands that customers can easily recall due to the emotional impact of factors (product and individual) such as situational, awareness set size, brand loyalty, the level of education, and usage (Dennhardt, ). Thus, we hypothesize the following:H2a Brand recall mediates the relationship between exposure and brand perception.H2b Brand recall mediates the relationship between experience and brand perception.…”

Section: Literature Reviewmentioning

confidence: 99%

Young Chinese consumers' brand perception; the role of mianzi as moderator

Rashid

Nawaz³

et al. 2019

Journal of Public Affairs

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The basic purpose of this study was to investigate the role of exposure and past experience on consumers' brand perception, as mediated by three variables (perceived quality, brand recall, and satisfaction) and moderated by mianzi. Using data collected from a survey of 331 customers, brand perception models for two diverse kinds of products (high and low involvement) were tested. SmartPLS structural equation modeling was applied to produce models for both types of products. Exposure and experience significantly influences brand perception in different product categories, which suggests that customers perceive both high and low involvement. Our study also established that mianzi has a significant moderating role in high‐involvement product category. Ultimately, the findings suggest significant differences in the brand perception of product types with respect to mianzi and the mediational role of perceived quality and satisfaction, providing a structure for future research on brand perception.

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“…A brand with committed consumers would have positive financial and non-financial consequences in the short-and medium-term (Van Doorn et al, 2010). Dennhardt et al (2013) concluded that the more customers engage with the brand's social media activities, the more awareness about the brand they could generate. Schivinski and Dabrowski (2015) indicated that user-generated content on social media impacts all dimensions of brand equity, such as brand awareness, brand loyalty, and perceived quality.…”

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confidence: 99%

The impact of customer engagement on retailer's brand equity components

Camahort

Fiol

García

2021

MMI

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Strong brand equity is important for any business. Although the concept of brand equity has been studied in various fields, its analysis has not been as extensive in the retail sector. On the other hand, the analysis of engagement is gaining more importance in recent times. Customer engagement is an increasingly relevant and researched topic. However, studies that relate this concept to retail trade are not common. The present work aims to analyze the effect of engagement on the different components of retail brand equity. The a priori model considers the previous research and the proposed hypotheses. A Confirmatory Factor Analysis is performed, based on the data obtained through a structured questionnaire with closed questions and a 5-point Likert-type response scale. The study sample consists of 623 respondents. This study involved a conceptual model that includes the brand equity dimensions (awareness, perceived quality, image, perceived value, and loyalty) to gain the research goal. The hypothesized causal model relates the variables that make up brand equity and the engagement influence on them. The empirical analysis results showed that customer engagement positively affects all the components of the brand equity retailer (except its image), mainly concerning retailer awareness, loyalty, and perceived quality. The authors concluded that retailer awareness, loyalty towards the retailer, and retailer perceived quality are influenced by engagement. Consequently, it would be necessary for the retailer manager to pay special attention to creating actions that contribute to customers' engagement in the different areas of interaction with them, both online and at the physical point of sale. For future studies, the geographic space should be expanded, considering different regions or even countries and observing possible differences in the behavior of the interviewees.

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The Impact of User Interactions in Social Media on Brand Awareness and Purchase Intention: The Case of MINI on Facebook

Cited by 5 publications

References 0 publications

The Role of Social Media Marketing on Overall Brand Equity in the Telecommunication Sector in Bangladesh

The Role of Social Media Marketing on Overall Brand Equity in the Telecommunication Sector in Bangladesh

Young Chinese consumers' brand perception; the role of mianzi as moderator

The impact of customer engagement on retailer's brand equity components

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