Impact of Social Media Brand Communications on Consumer-Based Brand Equity

Ms. Iesha Khajuria ., Dr. Rachna .

Abstract


The invent of Web2.0 technologies has resulted in the emergence of various social networking sites. And the usage of social media among youngsters can be seen growing at an exponential rate. They are using social media for communicating almost every aspect of their lives, be it socialising, travelling, partying or even shopping. Social networks can be seen flooded with various advertisements, which make people explore different purchase options in the virtual spaces. Companies are enthusiastically making use of such spaces to reach out to their customers and boost their brand communications. Though social media has been continually providing very effective ways to engage customers with brands, studies regarding how these affect people perception about the brands are scanty. The present study attempts to investigate how brand communication on Facebook affects people perception towards brands and hence brand equity. The constructs of brand equity have been taken from Aaker model of consumer-based brand equity. The study has been supported by 490 students/scholars of University of Jammu in the age between 20-40 years. The study is expected to develop a better understanding about effective utilisation of social media for marketing communication.


Keywords


Web2.0, Social Media, Aaker Model, Consumer-Based Brand Equity, Marketing Communication

Full Text:

PDF

References


Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value on a Brand Name. New York: The Free Press.

Aaker, D. A. (1996). Building Strong Brands. New York: The Free Press.

Abu-Rumman, H. As’ad, and Alhadid, Y. Anas. (2014). The Impact of Social Media Marketing on Brand Equity: An Empirical Study on Mobile Service Providers in Jordan. Review of Integrative Business and Economics Research, 3(1), 315-326.

Anzmac. (2010). Engagement with Social Media and Outcomes for Brands: A Conceptual Framework. Camilla Bond, Monash University.

Babac, R. (2011). Impact of Social Media Use on Brand Equity of Magazine Brands: A Qualitative Study of Vogue Turkey. School of Business and Engineering. Halmstad University.

Baird, C. H., and Parasnis, G. (2011).From Social Media to Social Customer Relationship Management. Strategy and Leadership, 39(5), 30-37

Balasubramanian, S., and Mahajan. V. (2001). The economic leverage of the virtual community. International Journal of Electronic Commerce, 5(3), 103–138.

Barwise, P., and Meehan, S. (2010). The one thing you must get right when building a brand. Harvard Business Review, 88(12), 80-84.

Beuker, R. & Abbing, E. R. (2010). Two Faces of Social Media: Brand Communication and Brand Research. Journal of Design Management Review, 21(1), 54-60.

Boo, S., Busser. J., and Baloglu, S. (2009). A model of customer-based brand equity and its application to multiple destinations. Tourism Management, 30(2), 219-231.

Buil. I., Chernatony de L. & Martı´nez., E. (2008). A cross-national validation of the consumer- based brand equity scale. Journal of Product & Brand Management, 17(6), 384–392.

Chu, S.-C., and Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising 30(1), 47.

Cui, W. (2011). Creating Consumer-Based Brand Equity in the Chinese Sports Shoe Market: Measurement, challenges and opportunities. Aalborg University.

Facebook, Inc. (2017). "Company Info," Retrieved June 01, 2017, from https://newsroom.fb.com/company-info/

Fournier, S. & Avery, J. (2011). The uninvited brand. Journal of Business Horizons, 54(3), 193-207. Retrieved from http://www.jstor.org/stable/3149402

Godes, D., and Mayzlin, D. (2009). Firm-Created Word-of-Mouth Communication: Evidence from a Field Test. Marketing Science, 28(4), 721–739.

Hair, J., Black, W., Babin, B., Anderson, R., & Tatham, R. (2006). Multivariate Data Analysis. Upper Saddle River, NJ: Prentice Hall.

Hennig-Thurau, Th., Gwinner, K. P., Walsh, G, Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of interactive marketing, 18(1), 38-55.

Jung, J., and Sung, E. (2008). Consumer-based brand equity Comparisons among Americans and South Koreans in the USA and South Koreans in Korea. Journal of Fashion Marketing and Management, 12(1), 24-35.

Kamakura, W. A., and Russell, G.J. (1991). Measuring Consumer Perceptions of Brand Quality with Scanner Data: Implications for Brand Equity, Report Number 91-122, Marketing Science Institute, Cambridge, MA.

Karakaya, F. & Barnes, N. G. (2010) Impact of online reviews of customer care experience on brand or company selection. Journal of Consumer Marketing 27(5), 447–457.

Keller, K. L. (1993) Conceptualizing, measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22.

Keller, K. L. (1998). Strategic brand management, building, measuring and managing brand equity, Prentice Hall, Upper Saddle River, NJ.

Keller, K.L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2/3), 139 – 155.

Kietzmann, J. H., Hermkens, K., McCarthy, I. P., and Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons 54, 241-251.

Krishnamurthy, S. (2003). E-Commerce Management, South-Western, Mason, OH, 76-84.

Lassar, W., Mittal, B. & Sharma, A. (1995). Measuring customer-based brand equity, Journal of Consumer Marketing, 12(4), 11-19.

Malik et al. (2013). Importance of Brand Awareness and Brand Loyalty in assessing Purchase Intentions of Consumer. International Journal of Business and Social Science, 4(5), 167-171.

Manchanda, P., Goh, K. Y., and Chintagunta, P. K. (2006). The Effect of Banner Advertising on Internet Purchasing. Journal of Marketing Research XLIII(February), 98–108.

Martin, B. a. S., Durme, J. Van, Raulas, M., and Merisavo, M. (2003). Email Advertising: Exploratory Insights from Finland. Journal of Advertising Research, 43(03), 293–300.

Mohan, B. C., and Sequeira, A. H. (2012). Customer-Based Brand Equity in the Fast Moving Consumer Goods Industry in India. The International Journal of Management, 1(4).

North, N. S., and Fin, B. S. (2011). Social Media’s Role in Branding: A Study of Social Media Use and the Cultivation of Brand Affect, Trust, and Loyalty. Master’s Thesis. The University of Texas, Austin.

Patterson, A. (2012). Social-Networkers of the World, Unite and Take Over: A Meta-Introspective Perspective on the Facebook Brand. Journal of Business Research, Vol. 65, 527-534.

Porter, C. E., Donthu, N., MacElroy, W. H., and Wydra D. (2011). How to foster and sustain engagement in virtual communities. California Management Review, 53(4), 80-110.

Schivinski, B., and Dąbrowski, D. (2013). The Effect of Social Media Communication on Consumer Perceptions of Brands. Working Paper Series A (Economics, Management, Statistics), No.12. GUT Faculty of Management and Economics.

Simon, C. J., and Sullivan, M. W. (1993). The measurement and determinants of brand equity: a financial approach. Marketing Science, 12(1), 28–52.

Smith, A. N., Fischer, E. & Yongjian, C. (2012). How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter? Journal of Interactive Marketing, 26(2), 102–113. Direct Marketing Educational Foundation, Inc.

Sri Jothi P., Neelamalar M., Shakthi Prasad R. (2011). Analysis of social networking sites: A study on effective communication strategy in developing strategy in developing brand communication. Journal of Media and Communication Studies, 3(7), 234-242.

Srivastava, R. K., and Shocker, A.D. (1991). Brand equity: A perspective on its meaning and measurement report, No. 91-124, Working Paper Series, Marketing Science Institute Cambridge, MA.

Toppi, Aino-Maija. (2012). Corporate Brand Communication through Social Media in Industrial Setting. Oulu Business School. University of Oulu.

Yoo, B., Donthu, N., and Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195–211.

Twitter, Inc. (2017). Company, Retrieved June 01, 2017, from https://about.twitter.com/company

Winer, R. S. (2009). New communications approaches in marketing: issues and research directions. Journal of Interactive Marketing 23, 108-117.

Wright, E., Khanfar, N., Harrington, C., & Kizer, L. (2010). The Lasting Effects Of Social Media Trends On Advertising. Journal of Business & Economics Research, 8(11), 73-80.

Yoo, B., and Donthu, N. (2001). Developing and validating multidimensional consumer-based brand equity scale, Journal of Business Research, 52(1), 1-14.

Zailskaite-Jakste, L., and Kuvykaite, R. (2013). Communication in Social Media for Brand Equity Building, 18(1), 142-153.


Refbacks

  • There are currently no refbacks.




Editorial Office:

Educational Research Multimedia & Publications,
S.N. 21, Plot No 24, Mirza Ghalib Road Malegaon Nasik,
Maharashtra India - 423203.
+919764558895 (whatsapp),
editor@scholarshub.net, www.scholarshub.net

Copyrights © 2010-2020 - ERM Publications, India     

This work is licensed under https://creativecommons.org/licenses/by-sa/4.0/