Do Firm-Created Contents on Social Media Enhance Brand Equity and Consumer Response Among Consumers of Automotive Brands?. Issue 1 (2nd January 2020)

• Record Type: Journal Article
• Authors: Raji, Ridwan Adetunji; Mohd Rashid, Sabrina; Mohd Ishak, Sobhi; Mohamad, Bahtiar
• Is Part Of: Journal of promotion management. Volume 26:Issue 1(2020)
• Page Start: 19
• Page End: 49
• Publication Date: 2020-01-02
• Subjects: firm-created contents (FCC) -- social media advertising -- social media promotions -- social media interactive marketing -- CBBE -- consumer response; Motivation research (Marketing) -- Periodicals; Consumers -- Periodicals; Sales promotion -- Periodicals; Marketing -- Management -- Periodicals; Advertising -- Periodicals; 658.8205
• DOI: 10.1080/10496491.2019.1612490
• Languages: English
• ISSNs: 1049-6491

Abstract

Abstract: The main objective of this study is to examine the roles of firm-created contents (FCCs) on social media in enhancing consumer-based brand equity (CBBE) and consumer response. In this study, 615 consumers of automotive brands were surveyed and the data collected were analyzed with SEM. Relying on the CSRM, this study hypothesizes positive relationships between social media advertising, social media promotion, social media interactive marketing, CBBE and consumer response. The findings reported in this research demonstrate that social media advertising and promotion are positively related to CBBE. Also, CBBE and social media promotion are positively related to consumer response. However, the findings of this study demonstrate nonsignificant relationships between social media interactive marketing and CBBE, social media advertising, interactive marketing and consumer response.