Social media marketing activities influence brand equity creation and consumers’ behavior towards a brand.

social media marketing activities influence brand equity creation and consumers' behavior towards a brand.

Scant proof is obtainable on of how social media promoting actions have an effect on mannequin equity creation and prospects’ conduct within the route of a mannequin. This evaluation explores these relationships by analyzing pioneering producers inside the luxurious sector (Burberry, Dior, Gucci, Hermès, and Louis Vuitton). Based on a survey of 845 luxurious mannequin prospects (Chinese, French, Indian, and Italian), who adjust to the 5 producers studied on social media, the analysis develops a structural equation model that helps to take care of gaps in prior social media branding literature. Specifically, the analysis demonstrates the hyperlinks between social media promoting efforts and their penalties (mannequin selection, price premium, and loyalty). The analysis measures producers’ social media promoting efforts as a holistic concept that comes with 5 aspects (leisure, interaction, trendiness, customization, and phrase of mouth). Another contribution of the analysis is that it finds that SMMEs have an enormous constructive affect on mannequin equity and on the two basic dimensions of name identify equity: mannequin consciousness and mannequin image.

Social media promoting
Brand equity
Preference
Loyalty
Price premium
Luxury producers
International

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