Examining the efficacy of brand social media communication: a consumer perspective. Issue 4 (1st October 2020)

• Record Type: Journal Article
• Authors: Dwivedi, Abhishek; McDonald, Robert E.
• Is Part Of: Journal of marketing theory and practice. Volume 28:Issue 4(2020)
• Page Start: 373
• Page End: 386
• Publication Date: 2020-10-01
• Subjects: Marketing -- Periodicals; Marketing research -- Periodicals; Marketing -- Périodiques; Marketing -- Recherche -- Périodiques; Marketing; Marketing research; Periodicals; 658.8005
• DOI: 10.1080/10696679.2020.1768870
• Languages: English
• ISSNs: 1069-6679

Abstract

ABSTRACT: There is a need to examine the productivity of marketing investments in brand social media communication, specifically the implications for brand value enhancement. Adopting a consumer perspective, we examine how consumer evaluation of brand social media communication influences consumer willingness to pay a price premium for a brand. Building upon frameworks of marketing led brand value creation, we conceptualize two pathways to enhancing consumer WPP: one mediated through consumer brand attitude, the other through consumer brand trust. Structural equation modeling using US consumer survey data supports the research framework. We present brand attitude and brand trust as pre-conditions for enhancing consumer willingness to pay a price premium for a brand. Overall, the study clarifies the efficacy of brand social media communication as a brand-building tool.