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The effect of social-media communication on consumer perceptions of brands
| Content Provider | EconStor |
|---|---|
| Author | Schivinski, Bruno Dabrowski, Dariusz |
| Abstract | Researchers and brand managers have limited understanding of the effects of firm-created and user-generated social media communication on brand equity, brand attitude, and purchase intention. Thus, we investigated 504 Facebook users using a standardized online survey across Poland. To test the proposed model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing, and mobile operators. In the data analysis, we applied the structural equation modeling technique. The results of our empirical studies showed that user-generated social media communication had a positive influence on brand equity and brand attitude. In addition, the analysis indicated that firm-created social media communication affected only brand attitude. Both brand equity and brand attitude showed a positive influence on purchase intention. Moreover, measurement invariance was assessed using a multi-group structural modeling equation. The findings revealed that the proposed model was invariant across the researched industries |
| File Format | |
| Language | English |
| Publisher | Gdańsk University of Technology, Faculty of Management and Economics |
| Publisher Date | 2013-01-01 |
| Publisher Place | Gdańsk |
| Access Restriction | Open |
| Rights License | https://creativecommons.org/licenses/by-nc-nd/3.0/deed.pl |
| Subject Keyword | social-media brand equity brand attitude purchase intention Facebook Marketing Marketing and Advertising: Other Search; Learning; Information and Knowledge; Communication; Belief; Unawareness |
| Content Type | Text |
| Resource Type | Article |
