The Impact of Perceived Social Media Activities On Consumer-Based Brand Equity: A Perspective from Emerging Economy

Zia, Syeda Hamna and Muneer, Naima and Siddiqui, Amna and Huda, Rozmeen (2022): The Impact of Perceived Social Media Activities On Consumer-Based Brand Equity: A Perspective from Emerging Economy.

Abstract

Every day every traditional business is shifting online, following the Digital marketing trend to grow their business. The primary aim of the research is to investigate those factors that will help the business grow in the online market in a developing nations. For this purpose, SOR Model is used. In this research, two dependent variables are brand experience and customer-based brand equity and independent variables are Informativeness, Trendiness, Personalization, and Word of mouth. In this research, quantitative method is used to investigate concepts to find relationships. Between variables and forecast results. The correlation research approach is used in this research. A survey was conducted with internet users via questionnaire (n=205). For data analysis, SPSS and smart PLS-SEM is used in this research. According to the findings of the study, Informativeness, Personalization, Consumer Based- equity and Word of mouth impacts significantly on Brand Experience, while Trendiness impacts insignificantly on Brand Experience. We recommend taking quizzes during or at the end of the session would be very helpful.

• Item Type: MPRA Paper
• Language: English
• Keywords: Word of mouth, trendiness, brand experience, online shopping, social media activities; developing country.
• Subjects: I - Health, Education, and Welfare > I2 - Education and Research Institutions; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M1 - Business Administration; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising

References

Ahmed, M., Guo, Q., Qureshi, M. A., Raza, S. A., Khan, K. A., & Salam, J. (2021). Do green HR practices enhance green motivation and proactive environmental management maturity in hotel industry?. International Journal of Hospitality Management, 94, 102852.

Ali, M., & Raza, S. A. (2017). Service quality perception and customer satisfaction in Islamic banks of Pakistan: the modified SERVQUAL model. Total Quality Management & Business Excellence, 28(5-6), 559-577.

Ananda, A., Hernandez-Garcıa, A., Acquila-Natale, E. and Lamberti, L. (2019), “What makes fashion consumers ‘click’? Generation of eWoM engagement in social media”, Asia Pacific Journal of Marketing & Logistics, Vol. 31 No. 2, pp. 398-418.

Beig, F. A., & Khan, M. F. (2018). Impact of social media marketing on brand experience: A study of select apparel brands on Facebook. Vision, 22(3), 264-275.

Berger, J. (2014). Word of mouth and interpersonal communication. A review and directions for future research. Journal of Consumers Psychology, 24(4), 586–607.

Cheung, M. L., Pires, G. D., & Rosenberger III, P. J. (2019). Developing a conceptual model for examining social media marketing effects on brand awareness and brand image. International Journal of Economics and Business Research, 17(3), 243-261.

Choi, E.C., Fowler, D., Goh, B. and Yuan, J.J. (2016), “Social media marketing: applying the uses and gratifications theory in the hotel industry”, Journal of Hospitality Marketing & Management, Vol. 25 No. 7, pp. 771-796.

De Vries, L., Gensler, S. and Leeflang, P.S. (2012), “Popularity of brand posts on brand fan pages: an investigation of the effects of social media marketing”, Journal of Interactive Marketing, Vol. 26 No. 2, pp. 83-91.

Gorn, G. J., Chattopadhyay, A., Yi, T., & Dahl, D. W. (1997). Effects of color as an executional cue in advertising: They are in the shade. Management Science, 43(10), 1387–1400.

Jalilvand, M. R., and Samiei, N. (2012). The impact of electronic word of mouth on a tourism destination choice: testing the theory of planned behavior (TPB). Internet Research. 22, 591–612. doi: 10.1108/10662241211271563

Khaskheli, A., Jiang, Y., Raza, S. A., Qureshi, M. A., Khan, K. A., & Salam, J. (2020). Do CSR activities increase organizational citizenship behavior among employees? Mediating role of affective commitment and job satisfaction. Corporate social responsibility and Environmental Management, 27(6), 2941-2955.

Kunja, S.R. and GVRK, A. (2018), “Examining the effect of eWOM on the customer purchase intention through value co-creation (VCC) in social networking sites (SNSs): a study of select Facebook fan pages of smartphone brands in India”, Management Research Review.

Mandel, N., & Johnson, E. J. (2002). When web pages influence choice: Effects of visual primes on experts and novices. Journal of Consumer Research, 29(2), 235–245. 13–46

Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the pro- motion mix. Business Horizons, 52, 357 –365

Muk, A., & Chung, C. (2014). Driving consumers to become fans of brand pages: a theoretical framework. Journal of Interactive Advertising, 14, 1–10.

Naaman, M., Becker, H., & Gravano, L. (2011). Hip and trendy: Characterizing emerging trends on twitter. Journal of the American Society for Information Science and Technology, 62(5), 902–918

Oberoi, P., Patel, C., Haon, C., 2017. Technology sourcing for website personalization and social media marketing: a study of e-retailing industry. Journal Business Research. 80, 10–23. https://doi.org/10.1016/j.jbusres.2017.06.005.

Prentice, C., Wang, X., & Loureiro, S. M. C. (2019). The influence of brand experience and service quality on customer engagement. Journal of Retailing and Consumer Services, 50, 50-59.

Qazi, W., Raza, S. A., & Khan, K. A. (2020). The contradiction between self-protection and self-presentation on knowledge sharing behaviour: evidence from higher education students in Pakistan. International Journal of Knowledge and Learning, 13(3), 246-271.

Qazi, W., Qureshi, J.A., Raza, S.A., Khan, K.A. and Qureshi, M.A. (2021), "Impact of personality traits and university green entrepreneurial support on students' green entrepreneurial intentions: the moderating role of environmental values", Journal of Applied Research in Higher Education, Vol. 13 No. 4, pp. 1154-1180. https://doi.org/10.1108/JARHE-05-2020-0130

Raza, S. A., Qazi, W., & Umer, A. (2017). Facebook is a source of social capital building among university students: evidence from a developing country. Journal of Educational Computing Research, 55(3), 295-322.

Raza, S. A., Qazi, W., & Shah, N. (2018). Factors affecting the motivation and intention to become an entrepreneur among business university students. International Journal of Knowledge and Learning, 12(3), 221-241.

Raza, S.A., Shah, N. and Ali, M. (2019), "Acceptance of mobile banking in Islamic banks: evidence from modified UTAUT model", Journal of Islamic Marketing, Vol. 10 No. 1, pp. 357-376. https://doi.org/10.1108/JIMA-04-2017-0038

Raza, S.A., Umer, A., Qureshi, M.A. and Dahri, A.S. (2020), "Internet banking service quality, e-customer satisfaction and loyalty: the modified e-SERVQUAL model", The TQM Journal, Vol. 32 No. 6, pp. 1443-1466. https://doi.org/10.1108/TQM-02-2020-0019

Raza, S.A., Qazi, W., Umer, B. and Khan, K.A. (2020), "Influence of social networking sites on life satisfaction among university students: a mediating role of social benefit and social overload", Health Education, Vol. 120 No. 2, pp. 141-164. https://doi.org/10.1108/HE-07-2019-0034

Raza, S. A., Qazi, W., Khan, K. A., & Salam, J. (2021). Social isolation and acceptance of the learning management system (LMS) in the time of COVID-19 pandemic: an expansion of the UTAUT model. Journal of Educational Computing Research, 59(2), 183-208.

Raza, S. A., Khan, K. A., & Salam, J. (2021). Impact of environmental triggers on students’ behavior to use ride-sharing services: the moderating role of perceived risk. Current Psychology, 1-15.

Raza, S.A. and Khan, K.A. (2021), "Knowledge and innovative factors: how cloud computing improves students’ academic performance", Interactive Technology and Smart Education, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/ITSE-04-2020-0047

Sembada, A.Y. and Koay, K.Y. (in press), “How perceived behavioral control affects trust to purchase in social media stores”, Journal of Business Research.

Seo, E. J., & Park, J. W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36-41.

Shanahan, T., Tran, T. P., & Taylor, E. C. (2019). Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality. Journal of Retailing and Consumer Services, 47, 57-65.

Wijayaa, O., Sulistiyanib, S., Pudjowatic, J., Kurniasih, N., & Purwanto, A. (2021). The role of social media marketing, entertainment, customization, trendiness, interaction and word-of-mouth on purchase intention: An empirical study from Indonesian smartphone consumers. International Journal of Data and Network Science, 5(3), 231-238.

Yu, X., & Yuan, C. (2019). How consumers’ brand experience in social media can improve brand perception and customer equity. Asia Pacific Journal of Marketing and Logistics.