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

Yıl 2022, Cilt: 9 Sayı: 1, 94 - 115, 31.01.2022

Mehmet Sağlam , Mohamed Yassir Chaknan

Öz

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.

Anahtar Kelimeler

Social media marketing, brand equity, customer-based brand equity dimensions, Social media marketing, brand equity, customer-based brand equity dimensions

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

Öz

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.

Anahtar Kelimeler

Sosyal Medya Pazarlaması, Marka Denkliği, Müşteri Temelli Marka Denkliği

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