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An Examination of the Effect of Social Media Marketing on Customer Based Brand Equity

Year 2022, Volume: 9 Issue: 1, 94 - 115, 31.01.2022

Abstract

Social media applications are valued as an indispensable marketing channel for every sector. Developing technological and informational processes increase the power of social media and brands use this power to increase their brand equity.
The purpose of this study is to understand how social media marketing affects customer-based brand equity. An online questionnaire was created in the purpose of data collection in order to meet the objectives of this study. The sample of this research includes social media users in Morocco and simple random sampling method was used as the sampling method.
The fundamental constructs for measuring customer-based brand equity are: brand awareness, brand associations, perceived quality, and brand loyalty. Whereas, in order to analyze the perceived value of Social Media Marketing activities, entertainment, interaction , trendiness, WOM and customization are considered as key elements.
250 data sets were collected through an online questionnaire and analyzed in SPSS 22 and AMOS Packages Program. Regression analysis was used to test the hypotheses. The results of the empirical study showed that social media marketing have influence on brand equity dimensions. It has been determined that e-wom and trend have an effect on brand awareness, entertainment has an effect on brand associations, entertainment, interaction, e-wom and trend have an effect on perceived quality and finally entertainment, interaction and e-wom have an effect on brand loyalty.
The findings of this study can help brands better predict their customers' future purchasing behavior and give managers a roadmap for brand and marketing operations.

References

  • Aaker (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press.
  • Aaker, D. A. (1992).The value of brand equity. Journal of Business Strategy, 13(4), 27-32.
  • Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102–120.
  • Aaker, D. A. (2001). Strategic market management. New York: John Wiley.
  • Agozzino, A. (2012). Building a Personal Relationship through Social Media: A Study of Millennial Students’ Brand Engagement. Ohio Communication Journal, 1(50), 181- 204.
  • Arndt, J. (1967). Word of Mouth Advertising: A review of the literature. Michigan, USA: Advertising Research Foundation.
  • Baldauf, A., Cravens, K. S., & Binder, G. (2003). Performance consequences of brand equity management, evidence from organizations in the value chain. Journal of Product and Brand Management, 12(4), 220–236.
  • Bashar, A., Ahmad, I., & Wasiq, M. (2012). Effectiveness Of Social Media As A Marketing Tool: An Empirical Study. International Journal of Marketing, 1(11), 88- 99.
  • Bernoff, J., & Li, C. (2011). Effects of Brand Attitude and Familiarity. The Journal of Marketing, 59(1), 63–77.
  • Berthon, P. R., Pitt, L. F., McCarthy, I., & Kates, S. M. (2007). When Customers Get Clever: Mangerial Approaches to Dealing with Creative Customers. Business Horizons, 50(1), 39–47.
  • Brown, T. A. (2015). Methodology in the social sciences. Confirmatory factor analysis for applied research (2nd ed.). The Guilford Press
  • Chary, S. R. (2014). Social Media Marketing - The Paradigm Shift in International Marketing. IOSR Journal of Business and Management, 16(9).11-13.
  • Christodoulides, G., De Chernatony, L., Furrer, O., Shiu, E., & Abimbola, T. (2006). Conceptualising and measuring the equity of online brands. Journal of Marketing Management, 22(7-8), 799-825.
  • Chung, T-L., Anaza, N.A., Park, J. & Hall-Phillips, A. (2016). Who’s behind the screen? Segmenting social venture consumers through social media usage. Journal of Retailing and Consumer Services, 28, 288–295.
  • Cronbach, L.J.(1951).Coefficient alpha and the internal structure of tests., Psychometrika, 16(3), 297-334.
  • Çokluk, Ö., Şekercioğlu, G. ve Büyüköztürk, Ş. (2012). Sosyal Bilimler için Çok değişkenli İstatistik SPSS ve LISREL uygulamaları, Pegem Akademi, Ankara.
  • Dunn, D.S., & Mannes, S., (2001). Statistics and Data Analysis for Behavioral Sciences, NewYork: McGraw Hill Companies.
  • Fischer, E. & Reuber, R. (2011). Social interaction via new social media: (How) can interactions on Twitter affect effectual thinking and behavior?, Journal of Business Venturing, 26, 1-18.
  • Foux, G. (2006). Consumer-generated media: Get your customers involved. Brand Strategy, 8(202), 38-39.
  • Gallaugher, J., & Ransbotham, S. (2010). Social media and customer dialogue management at starbucks. MIS Quarterly, 9, 197–212.
  • Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841.
  • Hennig-Thurau, T., Gwinner, K., and Gremler, D. (2002). Understanding relationship marketing outcomes: an integration of relational benefits and relationship quality. Journal of Service Research, 4(3), 230-247.
  • Hennig-Thurau, T., Hofacker, C.F., & Bloching, B. (2013).Marketing the pinball way: Understanding how the social media change the generation of value for the consumers and companies. Journal of Interaction Marketing. 27, 237–241.
  • Hinz, O., Skiera, B., Barrot, C. & Becker, J. U. (2011). Seeding strategies for viral marketing: an empirical comparison. Journal Of Marketing, 75 (6), 55-71.
  • Indrawati, W. A., (2020). The effect of social media communication on brand awareness and perceived quality of Indihome, Roudledge Publication, Eds. Anggadwita, G., & Martini E. Digital Economy for Customer Benefit and Business Fairness.
  • Jöreskog, K. & Sörbom, D. (2001), LISREL: User’s Reference Guide, Scientific Software International, Chicago.
  • Ju, S.R. & Chung, M.S. (2002). The effects of relational benefits between fashion retail stores and customers of relationship quality and customer satisfaction. Journal of the Korean Society of Clothing and Textiles, 26(7), 1043-1055.
  • Kalaycı, Ş. (Ed). (2006). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. 2. Baskı. Ankara: Asil Yayın Dağıtım Ltd. Şti.
  • Kang, M. J. (2005). A Study on the Effect of Features of Brand Community Using One-person Media on Consumers. Seoul: Seoul National University.
  • Kaplan AM, Haenlein M (2009). The fairyland of second life: about virtual social worlds and how to use them. Business Horizons 52(6), 563–572.
  • Keller, K. L. (1993). Conceptualizing, measuring, and managing customerbased brand equity. The Journal of Marketing, 57(1),1-22.
  • Keller, K. L. (1998). Strategic brand management: Building, measuring and managing brand equity. London: Prentice Hall International.
  • Keller, K. L. (2008). Strategic brand management: Building, measuring, and managing brand equity. Upper Saddle River, New Jersey: Prentice Hall.
  • Khadim, R. A., Hanan, M., Arshad, A., Saleem, N., & Khadim, N. (2018). Revisiting antecedents of brand loyalty: Impact of perceived social media communication with brand trust and brand equity as mediators. Academy of Strategic Management Journal, 17(1), 1–14.
  • Khajuria & Rachna, 2017. "Impact of Social Media Brand Communications on Consumer-Based Brand Equity," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 8(3), pages 124-131, September.
  • Kim, A. J., & Ko, E. (2010). Impacts of Luxury Fashion Brand’s Social Media Marketing on Customer. Journal of Global Fashion Marketing, 3(1),164-171.
  • Lassar, W. (1995), Measuring Customer-Based Brand Equity. Journal of Consumer Marketing 12(4), 11-19.
  • Mangold, W. G., & Faulds, D. J. (2009). Social Media: The New Hybrid Element of the Promotion. Business Horizons, 52(4), 357–365.
  • Martin, K., & Todorov, I. (2010). How will digital platforms be harnessed in 2010, and how will they change the way people interact with brands? Journal of Advertising, 10, 61–66.
  • Miller, R. & Lammas, N. (2010). Social media and its implications for viral marketing. Asia Pacific Public Relations Journal, 11(1), 1-9
  • Muntinga, D.G., Moorman, M., & Smit, E.G. (2011). Introducing COBRAS: Exploring motivations for brand elated social media use. International Journal of Advertising. 30, 13–46.
  • 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.
  • Netemeyer, R.G., Balaji, C.K., Pullig, C., & Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research. 57, 209–224.
  • Pallant, J.(2001). SPSS Survival Manual, Philadelphia Open University Press
  • Pappu, R (2005). Consumer-based brand equity: Improving the measurement - Empirical evidence. Journal of Product & Brand Management, 14(3).143-154.
  • Pitta, D. A. & Katsanis, L. P. (1995). Understanding brand equity for successful brand extension. Journal of Consumer Marketing, 12(4), 51-64.
  • Reynolds, T. J. & Phillips, C. B. (2005). In search of true brand equity metrics: all market share ain’t created equally. Journal of Advertising Research, 45(2), 171– 186.
  • Rios, R. & Riquelme, H. (2008). Brand equity for online companies, Marketing Intelligence & Planning, 26(7), 719-742.
  • Sashi, M. C. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50(2), 253-272.
  • Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures. Methods of Psychological Research, 8(2), 23–74.
  • Schmenner, R.W. (1986). How can service business survive and prosper. Sloan Management Review. 27, 21–32.
  • Schumacher, R., E. & Lomax, R., G. (2004). A Beginner’s Guide to Structural Equation Modelling, Lawrence Erlbaum Associates, New Jersey.
  • Tavakol, M. & Dennick, R. (2011). Making Sense of Cronbach’s Alpha, International Journal of Medical, 2, 53-55.
  • Tuominen, P. (1999). Managing brand equity. The Finnish Journal of Business Economics, 48(1),65-100.
  • Yazdanparast, A., Joseph, M., & Qureshi, A. (2015). An investigation of Facebook boredom phenomenon among college students. Young Consumers, 16(4), 468-480.
  • Yoo, Boonghee and Naveen Donthu (2001), “Developing a Scale to Measure the Perceived Quality of an Internet Shopping Site (SITEQUAL),” Quarterly Journal of Electronic Commerce, 2(1),31-47.
  • Zarrella, D. (2009). The social media marketing book. O'Reilly Media, Inc.

AN EXAMINATION OF THE EFFECT OF SOCIAL MEDIA MARKETING ON CUSTOMER BASED BRAND EQUITY: A STUDY IN MOROCCO

Year 2022, Volume: 9 Issue: 1, 94 - 115, 31.01.2022

Abstract

Sosyal medya uygulamaları her sektör için vazgeçilmez bir pazarlama kanalı olarak değerlendirilmektedir. Gelişen teknolojik ve bilgisel süreçler sosyal medyanın gücünü artırmakta ve markalar bu gücü marka denkliğini artırmak için kullanmaktadır.
Bu çalışmanın amacı, sosyal medya pazarlamasının müşteri temelli marka denkliğini nasıl etkilediğini anlamaktır. Bu çalışmanın amaçlarına ulaşmak için veri toplama amacıyla çevrimiçi bir anket oluşturulmuştur. Çalışmanın örneklemini Fas'taki sosyal medya kullanıcıları oluşturmaktadır ve örnekleme yöntemi olarak basit tesadüfi örnekleme yöntemi kullanılmıştır.
Müşteri temelli marka denkliğini ölçmek için temel yapılar şunlardır: marka farkındalığı, marka çağrışımları, algılanan kalite ve marka sadakati. Oysa Sosyal Medya Pazarlama faaliyetlerinin algılanan değerini analiz etmek için eğlence, etkileşim, trend, e-WOM ve kişiselleştirme anahtar unsurlar olarak alınmıştır.
Çevrimiçi bir anket aracılığıyla 250 veri seti toplanmıştır ve SPSS 22 ve AMOS Paket Programlarında analiz edilmiştir. Hipotezleri test etmek için regresyon analizi kullanılmıştır. Ampirik çalışmanın sonuçları, sosyal medya pazarlamasının marka denkliği boyutları üzerinde etkisi olduğunu göstermiştir. E-wom ve trendin marka bilinirliği üzerinde etkisi olduğu, eğlencenin marka çağrışımları üzerinde etkisi olduğu, eğlence, etkileşim, e-wom ve trendin algılanan kalite üzerinde etkisi olduğu ve son olarak eğlence, etkileşim ve e-wom'un marka sadakatine etkisi olduğu belirlenmiştir.
Bu çalışmanın bulguları, markaların müşterilerinin gelecekteki satın alma davranışlarını daha iyi tahmin etmelerine yardımcı olabilir ve yöneticilere marka ve pazarlama operasyonları için bir yol haritası verebilir niteliktedir.

References

  • Aaker (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press.
  • Aaker, D. A. (1992).The value of brand equity. Journal of Business Strategy, 13(4), 27-32.
  • Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102–120.
  • Aaker, D. A. (2001). Strategic market management. New York: John Wiley.
  • Agozzino, A. (2012). Building a Personal Relationship through Social Media: A Study of Millennial Students’ Brand Engagement. Ohio Communication Journal, 1(50), 181- 204.
  • Arndt, J. (1967). Word of Mouth Advertising: A review of the literature. Michigan, USA: Advertising Research Foundation.
  • Baldauf, A., Cravens, K. S., & Binder, G. (2003). Performance consequences of brand equity management, evidence from organizations in the value chain. Journal of Product and Brand Management, 12(4), 220–236.
  • Bashar, A., Ahmad, I., & Wasiq, M. (2012). Effectiveness Of Social Media As A Marketing Tool: An Empirical Study. International Journal of Marketing, 1(11), 88- 99.
  • Bernoff, J., & Li, C. (2011). Effects of Brand Attitude and Familiarity. The Journal of Marketing, 59(1), 63–77.
  • Berthon, P. R., Pitt, L. F., McCarthy, I., & Kates, S. M. (2007). When Customers Get Clever: Mangerial Approaches to Dealing with Creative Customers. Business Horizons, 50(1), 39–47.
  • Brown, T. A. (2015). Methodology in the social sciences. Confirmatory factor analysis for applied research (2nd ed.). The Guilford Press
  • Chary, S. R. (2014). Social Media Marketing - The Paradigm Shift in International Marketing. IOSR Journal of Business and Management, 16(9).11-13.
  • Christodoulides, G., De Chernatony, L., Furrer, O., Shiu, E., & Abimbola, T. (2006). Conceptualising and measuring the equity of online brands. Journal of Marketing Management, 22(7-8), 799-825.
  • Chung, T-L., Anaza, N.A., Park, J. & Hall-Phillips, A. (2016). Who’s behind the screen? Segmenting social venture consumers through social media usage. Journal of Retailing and Consumer Services, 28, 288–295.
  • Cronbach, L.J.(1951).Coefficient alpha and the internal structure of tests., Psychometrika, 16(3), 297-334.
  • Çokluk, Ö., Şekercioğlu, G. ve Büyüköztürk, Ş. (2012). Sosyal Bilimler için Çok değişkenli İstatistik SPSS ve LISREL uygulamaları, Pegem Akademi, Ankara.
  • Dunn, D.S., & Mannes, S., (2001). Statistics and Data Analysis for Behavioral Sciences, NewYork: McGraw Hill Companies.
  • Fischer, E. & Reuber, R. (2011). Social interaction via new social media: (How) can interactions on Twitter affect effectual thinking and behavior?, Journal of Business Venturing, 26, 1-18.
  • Foux, G. (2006). Consumer-generated media: Get your customers involved. Brand Strategy, 8(202), 38-39.
  • Gallaugher, J., & Ransbotham, S. (2010). Social media and customer dialogue management at starbucks. MIS Quarterly, 9, 197–212.
  • Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841.
  • Hennig-Thurau, T., Gwinner, K., and Gremler, D. (2002). Understanding relationship marketing outcomes: an integration of relational benefits and relationship quality. Journal of Service Research, 4(3), 230-247.
  • Hennig-Thurau, T., Hofacker, C.F., & Bloching, B. (2013).Marketing the pinball way: Understanding how the social media change the generation of value for the consumers and companies. Journal of Interaction Marketing. 27, 237–241.
  • Hinz, O., Skiera, B., Barrot, C. & Becker, J. U. (2011). Seeding strategies for viral marketing: an empirical comparison. Journal Of Marketing, 75 (6), 55-71.
  • Indrawati, W. A., (2020). The effect of social media communication on brand awareness and perceived quality of Indihome, Roudledge Publication, Eds. Anggadwita, G., & Martini E. Digital Economy for Customer Benefit and Business Fairness.
  • Jöreskog, K. & Sörbom, D. (2001), LISREL: User’s Reference Guide, Scientific Software International, Chicago.
  • Ju, S.R. & Chung, M.S. (2002). The effects of relational benefits between fashion retail stores and customers of relationship quality and customer satisfaction. Journal of the Korean Society of Clothing and Textiles, 26(7), 1043-1055.
  • Kalaycı, Ş. (Ed). (2006). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. 2. Baskı. Ankara: Asil Yayın Dağıtım Ltd. Şti.
  • Kang, M. J. (2005). A Study on the Effect of Features of Brand Community Using One-person Media on Consumers. Seoul: Seoul National University.
  • Kaplan AM, Haenlein M (2009). The fairyland of second life: about virtual social worlds and how to use them. Business Horizons 52(6), 563–572.
  • Keller, K. L. (1993). Conceptualizing, measuring, and managing customerbased brand equity. The Journal of Marketing, 57(1),1-22.
  • Keller, K. L. (1998). Strategic brand management: Building, measuring and managing brand equity. London: Prentice Hall International.
  • Keller, K. L. (2008). Strategic brand management: Building, measuring, and managing brand equity. Upper Saddle River, New Jersey: Prentice Hall.
  • Khadim, R. A., Hanan, M., Arshad, A., Saleem, N., & Khadim, N. (2018). Revisiting antecedents of brand loyalty: Impact of perceived social media communication with brand trust and brand equity as mediators. Academy of Strategic Management Journal, 17(1), 1–14.
  • Khajuria & Rachna, 2017. "Impact of Social Media Brand Communications on Consumer-Based Brand Equity," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 8(3), pages 124-131, September.
  • Kim, A. J., & Ko, E. (2010). Impacts of Luxury Fashion Brand’s Social Media Marketing on Customer. Journal of Global Fashion Marketing, 3(1),164-171.
  • Lassar, W. (1995), Measuring Customer-Based Brand Equity. Journal of Consumer Marketing 12(4), 11-19.
  • Mangold, W. G., & Faulds, D. J. (2009). Social Media: The New Hybrid Element of the Promotion. Business Horizons, 52(4), 357–365.
  • Martin, K., & Todorov, I. (2010). How will digital platforms be harnessed in 2010, and how will they change the way people interact with brands? Journal of Advertising, 10, 61–66.
  • Miller, R. & Lammas, N. (2010). Social media and its implications for viral marketing. Asia Pacific Public Relations Journal, 11(1), 1-9
  • Muntinga, D.G., Moorman, M., & Smit, E.G. (2011). Introducing COBRAS: Exploring motivations for brand elated social media use. International Journal of Advertising. 30, 13–46.
  • 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.
  • Netemeyer, R.G., Balaji, C.K., Pullig, C., & Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research. 57, 209–224.
  • Pallant, J.(2001). SPSS Survival Manual, Philadelphia Open University Press
  • Pappu, R (2005). Consumer-based brand equity: Improving the measurement - Empirical evidence. Journal of Product & Brand Management, 14(3).143-154.
  • Pitta, D. A. & Katsanis, L. P. (1995). Understanding brand equity for successful brand extension. Journal of Consumer Marketing, 12(4), 51-64.
  • Reynolds, T. J. & Phillips, C. B. (2005). In search of true brand equity metrics: all market share ain’t created equally. Journal of Advertising Research, 45(2), 171– 186.
  • Rios, R. & Riquelme, H. (2008). Brand equity for online companies, Marketing Intelligence & Planning, 26(7), 719-742.
  • Sashi, M. C. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50(2), 253-272.
  • Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures. Methods of Psychological Research, 8(2), 23–74.
  • Schmenner, R.W. (1986). How can service business survive and prosper. Sloan Management Review. 27, 21–32.
  • Schumacher, R., E. & Lomax, R., G. (2004). A Beginner’s Guide to Structural Equation Modelling, Lawrence Erlbaum Associates, New Jersey.
  • Tavakol, M. & Dennick, R. (2011). Making Sense of Cronbach’s Alpha, International Journal of Medical, 2, 53-55.
  • Tuominen, P. (1999). Managing brand equity. The Finnish Journal of Business Economics, 48(1),65-100.
  • Yazdanparast, A., Joseph, M., & Qureshi, A. (2015). An investigation of Facebook boredom phenomenon among college students. Young Consumers, 16(4), 468-480.
  • Yoo, Boonghee and Naveen Donthu (2001), “Developing a Scale to Measure the Perceived Quality of an Internet Shopping Site (SITEQUAL),” Quarterly Journal of Electronic Commerce, 2(1),31-47.
  • Zarrella, D. (2009). The social media marketing book. O'Reilly Media, Inc.
There are 57 citations in total.

Details

Primary Language English
Journal Section Research Article
Authors

Mehmet Sağlam

Mohamed Yassir Chaknan 0000-0003-4933-6253

Publication Date January 31, 2022
Published in Issue Year 2022 Volume: 9 Issue: 1

Cite

APA Sağlam, M., & Chaknan, M. Y. (2022). An Examination of the Effect of Social Media Marketing on Customer Based Brand Equity. Avrasya Sosyal Ve Ekonomi Araştırmaları Dergisi, 9(1), 94-115.