Artikel
Social media and customer-based brand equity: An empirical investigation in retail industry
As customer-brand engagement progressively shifts to digital domains, understanding social media effects in branding has become a vital issue. Social media effectiveness is especially important for the US retail sector due to intense competition among retailers for consumer attention and engagement on digital channels. Yet, the research on the effectiveness of social media in the retail industry remains sparse. Thus, the purpose of this paper is to investigate how social media affects US retailers' customer-based brand equity (CBBE) which is an important indicator of brand success. Using a dataset of 15,717 retailer-day observations, the authors empirically test the dynamics between owned and earned social media and CBBE using panel vector autoregression (PVAR). The authors find strong impacts of owned and earned social media on CBBE across the board. However, they find that owned social media harms CBBE of retailers dealing in hedonic and high involvement products. Whereas owned social media helps general retailers in building CBBE, it reduces CBBE of specialty retailers.
- Language
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Englisch
- Bibliographic citation
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Journal: Administrative Sciences ; ISSN: 2076-3387 ; Volume: 8 ; Year: 2018 ; Issue: 3 ; Pages: 1-16 ; Basel: MDPI
- Classification
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Öffentliche Verwaltung
- Subject
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customer-based brand equity
earned social media
high/low involvement
owned social media
retail industry
utilitarian/hedonic goods
- Event
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Geistige Schöpfung
- (who)
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Colicev, Anatoli
Malshe, Ashwin
Pauwels, Koen
- Event
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Veröffentlichung
- (who)
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MDPI
- (where)
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Basel
- (when)
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2018
- DOI
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doi:10.3390/admsci8030055
- Handle
- Last update
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10.03.2025, 11:44 AM CET
Data provider
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
Object type
- Artikel
Associated
- Colicev, Anatoli
- Malshe, Ashwin
- Pauwels, Koen
- MDPI
Time of origin
- 2018
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