Arbeitspapier
The effect of social-media communication on consumer perceptions of brands
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
- Sprache
-
Englisch
- Erschienen in
-
Series: GUT FME Working Paper Series A ; No. 12/2013 (12)
- Klassifikation
-
Wirtschaft
Marketing
Marketing and Advertising: Other
Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
- Thema
-
social-media
brand equity
brand attitude
purchase intention
Facebook
- Ereignis
-
Geistige Schöpfung
- (wer)
-
Schivinski, Bruno
Dabrowski, Dariusz
- Ereignis
-
Veröffentlichung
- (wer)
-
Gdańsk University of Technology, Faculty of Management and Economics
- (wo)
-
Gdańsk
- (wann)
-
2013
- Handle
- Letzte Aktualisierung
-
10.03.2025, 11:44 MEZ
Datenpartner
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
Objekttyp
- Arbeitspapier
Beteiligte
- Schivinski, Bruno
- Dabrowski, Dariusz
- Gdańsk University of Technology, Faculty of Management and Economics
Entstanden
- 2013
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