Impact of Social Media Marketing on Brand Experience: A Study of Select Apparel Brands on Facebook

Abstract

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.

Does E‐Brand experience matter in the consumer market? Explaining the impact of social media marketing activities on consumer‐based brand equity and love

“…It means that the third hypothesis is rejected because it does not get significant support by the current findings. These findings are contrary to findings of many past studies, for example, Beig and Khan (2018) and Koay et al (2020) who proved the positive mediation of brand experience between SMMAs and BEQ. These findings are also challenging the findings of some other past studies (e.g., Altaf et al, 2017; Brakus et al, 2009; Dwivedi, 2015; Sahin et al, 2011; Xie et al, 2017) however, this contradiction of findings may be due to the different contexts of studies.…”

“…When consumers perceive that SMMAs of the brand are satisfying their concerns and they have positive perceptions of SMMAs, they are likely to have positive feelings about the brand so, their brand experience is favorable affected. Beig and Khan (2018) also suggested that sharing interesting and informative posts by the marketer of a brand on social media brand page and interactions with customers/followers on regular basis enhance the brand experience of followers towards it. Many other past studies also support this argument because they suggest that direct interactions through such SMMAs tend to enhance the consumer experience (e.g., Brakus et al, 2009; Sahin et al, 2011).…”

On the relationship between brand scandal and consumer attitudes: A literature review and research agenda

“…Additionally, brands’ content sharing and social interactions positively impact consumers’ sensory, affective, behavioural and intellectual experiences (Beig & Khan, 2018): when a brand communicates or makes an effort to respond to its consumers, they, in turn, feel heightened reassurance (Xie et al., 2017). Thus, timely and thorough communication from corporate in the case of a brand scandal may shape consumers’ attitudes towards the scandal.…”

Online Reputation and Stress: Discovering the Dark Side of Social Media

“…Therefore this article is an effort to understand how perceived threat to online reputation can increase stress levels among youth. And, most of the research has been conducted to study the social media from marketing perspective such as its relationship with constructs such as brand equity (Kim & Ko, 2012; Godey et al, 2016), brand experience (Beig & Khan, 2018), brand romance (Beig & Khan, 2019) consumer behaviour (Ioanăs & Stoica, 2014) etc. But, there is an insignificant research conducted by marketing scholars to study the negative side of the social media (Fox & Moreland, 2015).…”