Do Firm-Created Contents on Social Media Enhance Brand Equity and Consumer Response Among Consumers of Automotive Brands?

Adetunji, Raji Ridwan; Rashid, Sabrina Mohd; Ishak, Sobhi Mohd; Mohamad, Baharom

doi:10.1080/10496491.2019.1612490

Cited by 32 publications

(17 citation statements)

References 80 publications

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“…On the other hand, social media promotion contents refer to any forms of monetary (e.g. offering debate and discounts) and non-monetary (such as product trials) that are placed on social media brands’ pages (Raji et al , 2019). However, previous researchers are yet to focus on the differential roles of such marketing communications on social media platforms in the successful development brand image and their impact on consumers’ behavioural intention (Yazdanparast et al , 2016; de Vries et al , 2017; Raji et al , 2018a).…”

Section: Introductionmentioning

confidence: 99%

The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention

Adetunji

Rashid

Ishak

2019

JRIM

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Purpose This study aims to answer an important question of how brand-related communications, including advertising and sales promotion contents, which are disseminated on social media platforms, can enhance positive brand image and evoke favourable behavioural intention from consumers. Design/methodology/approach This study surveys 615 consumers of automotive brands across Malaysia. The data were analysed with AMOS, which was used to specify both the measurement and structural models. The mediating effect of both hedonic and functional brand images was tested using the bootstrapping approach in AMOS and Sobel test. Findings The findings reported in this research demonstrate that there are positive and significant relationships between social media advertising content, social media sales promotion content, hedonic brand image, functional brand image and behavioural intention. Both hedonic and functional brand images have significant mediating effects on social media advertising content, social media sales promotion content and behavioural intention. However, the relationship between social media advertising content and behavioural intention is insignificant. Practical implications This paper proffers insights to brand managers and marketers on how to leverage on social media contents by unearthing the roles of traditional marketing communications such as social media advertising and promotional information in enhancing brand preference and improving consumers’ purchase intention. Originality/value This research advances the discussions in the realm of social media communications and branding by examining the mediating effects of both hedonic and functional brand images of automotive brands. In addition, this study focuses on two essential marketing communications, advertising and sales promotions, which are commonly disseminated by brand managers on social media platforms.

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Section: Introductionmentioning

confidence: 99%

The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention

Adetunji

Rashid

Ishak

2019

JRIM

Self Cite

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“…Several previous studies have shown that consumer perceptions can produce consumer responses (Kim & Ko, 2012). Consumer response that is often associated with brand equity is brand preference and purchase intention (Raji et al, 2020). Research on the influence of brand equity on consumer response has also been carried out in various fields of business and industry (Raji et al, 2020).…”

Section: Discussion and Implicationmentioning

confidence: 99%

The Effect of Social Media Marketing to Satisfaction and Consumer Response: Examining the Roles of Perceived Value and Brand Equity as Mediation

Wahyudi

Parahiyanti

2021

IJMMU

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Social media has become a part of people's lives and an inseparable part of marketing strategies in the emerging digital era. This set of technologies creates new mechanisms and communication tools for companies to interact and engage with potential consumers. This study explores the effect of social media marketing (SMM) on satisfaction and consumer response through perceived value and brand equity. Based on an online survey of 325 users who follow smartphone brands on social media in Indonesia, data were collected and analyzed using partial least squares. The results show that SMM directly affects perceived value and brand equity and indirectly affects satisfaction and consumer response. This study emphasizes satisfaction and consumer response in responding to social media marketing by the company.

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“…For many years, brand equity has centered for several years. Although the circumstances in which these studies were carried out were primarily in branded commodity environments, for the following purposes researchers must study brand equity on service markets (Raji et al, 2020).…”

Section: The Concept Of Brand Equitymentioning

confidence: 99%

“…Brand equity is 'the disparity between brand awareness and customer reaction to brand ads' (Keller, 1993). The further brand equities of an enterprise are, the stronger the ISSN: 2219-4282 demand for the brand in the minds of the customer (Raji et al, 2020), contributing to a higher market share as well as higher income (Shen et al, 2020;Wang et al, 2020), the lower the mark equity is, in essence, deemed a variety of advantages (Huang,2020;Joseph et al,2020). (Keller, 1993;Aaker, 1996).…”

Section: Introductionmentioning

confidence: 99%

Descriptive Dimensions of Brand Equity in Service Sector of Pakistan: A Literature Review

Hassan

Bashir

Qureshi

2020

NRJSS

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In the industry of goods, the product is the primary brand. However, with services, the company is the primary brand. Branding is not for visible goods but also a significant factor of performance for services. The ability to educate consumers of their expertise and credence values before the order has contributed to the general awareness of the value of products in the service industry in relation to consumer preference. If the brand is an essential consideration in any campaign initiative, it is crucial to consider the meaning of its equity. Brand value is the confidence gained in a brand regardless of customer experience. Because of the strategic advantages of established and established products, brand value is significant. Brand equity can make a significant contribution to the visualization of intangible goods for service companies. Given that there is no research available, this study seeks to suggest descriptive brand equity dimensions in Pakistan's service markets. The history is regarded as Brand Loyalty, Brand Awareness, Brand Association, Brand Perceived Quality, Brand Image, Brand Trust, Brand Credibility as antecedents of brand equity in services markets. This research is focused on the literature review and specifics are discussed. A systemic literature review approach for extracting the existing literature of desire has been used.

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Do Firm-Created Contents on Social Media Enhance Brand Equity and Consumer Response Among Consumers of Automotive Brands?

Cited by 32 publications

References 80 publications

The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention

The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention

The Effect of Social Media Marketing to Satisfaction and Consumer Response: Examining the Roles of Perceived Value and Brand Equity as Mediation

Descriptive Dimensions of Brand Equity in Service Sector of Pakistan: A Literature Review

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