IDEAS home Printed from https://ideas.repec.org/p/gdk/wpaper/4.html
   My bibliography  Save this paper

The Impact of Brand Communication on Brand Equity Dimensions and Brand Purchase Intention Through Facebook

Author

Listed:
  • Bruno Schivinski

    (Gdansk University of Technology, Gdansk, Poland)

  • Dariusz Dabrowski

    (Gdansk University of Technology, Gdansk, Poland)

Abstract

Companies are now using social networking sites, such as Facebook, to enhance their brand communication and to promote and disseminate their product information among consumers. Such brands as Coca-Cola, Converse, and Starbucks reach millions of people through their social media communication; however, companies do not have complete control over this phenomenon. Consumers actively “like” brands, comment on posts, share information and share their opinions with other people on the Internet. The purpose of this study is to fill the gaps in the discussion of the ways in which firm-created and user-generated social media communication techniques impact consumer-based brand dimensions through Facebook. Moreover, we studied brand purchase intentions to achieve a behavioral understanding of the influence of these two communication instruments. We evaluated 302 data sets that were generated through a standardized online-survey to investigate the impact of social media communication on brand equity metrics. We subsequently applied structural equation modeling techniques for data analysis. The results of our empirical studies showed that user-generated social media communication had a positive impact on two measures of consumer-based brand equity, which included brand loyalty and perceived brand quality. In addition, the analysis indicated that firm-created social media communication had no influence on consumers’ brand purchase intention. This study also offers valuable insights for brand managers and scholars.[For the full version please see the paper published in: Journal of Research in Interactive Marketing 9/1 http://www.emeraldinsight.com/doi/pdfplus/10.1108/JRIM-02-2014-0007 ]

Suggested Citation

  • Bruno Schivinski & Dariusz Dabrowski, 2013. "The Impact of Brand Communication on Brand Equity Dimensions and Brand Purchase Intention Through Facebook," GUT FME Working Paper Series A 4, Faculty of Management and Economics, Gdansk University of Technology.
    • Handle: RePEc:gdk:wpaper:4
    as

    Download full text from publisher

    File URL: https://cdn.files.pg.edu.pl/zie/Strona%20polska/Nauka/Publikacje/Working%20Papers/WP_GUTFME_A_04.pdf
    File Function: Revised version, 2015
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Berthon, Pierre R. & Pitt, Leyland F. & Plangger, Kirk & Shapiro, Daniel, 2012. "Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy," Business Horizons, Elsevier, vol. 55(3), pages 261-271.
    2. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    3. Haley, Russell I. & Baldinger, Allan L., 2000. "The ARF Copy Research Validity Project," Journal of Advertising Research, Cambridge University Press, vol. 40(6), pages 114-135, December.
    4. Netemeyer, Richard G. & Krishnan, Balaji & Pullig, Chris & Wang, Guangping & Yagci, Mehmet & Dean, Dwane & Ricks, Joe & Wirth, Ferdinand, 2004. "Developing and validating measures of facets of customer-based brand equity," Journal of Business Research, Elsevier, vol. 57(2), pages 209-224, February.
    5. Smith, Andrew N. & Fischer, Eileen & Yongjian, Chen, 2012. "How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 102-113.
    6. Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
    7. Kietzmann, Jan H. & Hermkens, Kristopher & McCarthy, Ian P. & Silvestre, Bruno S., 2011. "Social media? Get serious! Understanding the functional building blocks of social media," Business Horizons, Elsevier, vol. 54(3), pages 241-251, May.
    8. Baldauf, Artur & Cravens, Karen S. & Diamantopoulos, Adamantios & Zeugner-Roth, Katharina Petra, 2009. "The Impact of Product-Country Image and Marketing Efforts on Retailer-Perceived Brand Equity: An Empirical Analysis," Journal of Retailing, Elsevier, vol. 85(4), pages 437-452.
    9. Kirmani, Amna & Wright, Peter, 1989. "Money Talks: Perceived Advertising Expense and Expected Product Quality," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 344-353, December.
    10. Shankar, Venkatesh & Venkatesh, Alladi & Hofacker, Charles & Naik, Prasad, 2010. "Mobile Marketing in the Retailing Environment: Current Insights and Future Research Avenues," Journal of Interactive Marketing, Elsevier, vol. 24(2), pages 111-120.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ganesh Dash & Debarun Chakraborty, 2021. "Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19," Sustainability, MDPI, vol. 13(12), pages 1-19, June.
    2. Bruno Schivinski & Dariusz Dabrowski, 2013. "The Effect Of Social-Media Communication On Consumer Perceptions Of Brands," GUT FME Working Paper Series A 12, Faculty of Management and Economics, Gdansk University of Technology.
    3. Lu, Qiang Steven & Miller, Rohan, 2019. "How Social Media Communications Combine with Customer Loyalty Management to Boost Green Retail Sales," Journal of Interactive Marketing, Elsevier, vol. 46(C), pages 87-100.
    4. Bidyanand Jha, 2019. "The Role of Social Media Communication: Empirical Study of Online Purchase Intention of Financial Products," Global Business Review, International Management Institute, vol. 20(6), pages 1445-1461, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Wondwesen Tafesse & Anders Wien, 2017. "A framework for categorizing social media posts," Cogent Business & Management, Taylor & Francis Journals, vol. 4(1), pages 1284390-128, January.
    2. Elena Casprini & Alberto Di Minin, 2015. "How are companies facing the social media (r)evolution?," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(2), pages 67-86.
    3. Drago Ruzic & Antun Bilos & Filip Radulovic, 2018. "Preliminary Study Of Personal Marketing In The Digital Environment: Attributes And Perception Of Internet Users In Croatia," Economic Thought and Practice, Department of Economics and Business, University of Dubrovnik, vol. 27(1), pages 209-229, june.
    4. Foltean, Florin Sabin & Trif, Simona Mihaela & Tuleu, Daniela Liliana, 2019. "Customer relationship management capabilities and social media technology use: Consequences on firm performance," Journal of Business Research, Elsevier, vol. 104(C), pages 563-575.
    5. Casprini, Elena & Di Minin, Alberto & Paraboschi, Andrea, 2019. "How do companies organize nascent markets? The BlaBlaCar case in the inter-city shared mobility market," Technological Forecasting and Social Change, Elsevier, vol. 144(C), pages 270-281.
    6. Rizwan Ali Khadim & Bilal Zafar & Muhammad Younis, 2014. "Social Media Communication and Consumer Brand Perceptions," International Journal of Social Sciences and Management Studies (IJSSMS), The Economics and Social Development Organization (TESDO), vol. 1(1), pages 12-20, March.
    7. Carmen Costa-Sánchez, 2017. "Use of YouTube for Business Communication. Analysis of the Content Management and Level of Participation of Spanish Best Reputed Companies Youtube Channels," Corporate Reputation Review, Palgrave Macmillan, vol. 20(2), pages 137-146, May.
    8. Arora, Anuja & Bansal, Shivam & Kandpal, Chandrashekhar & Aswani, Reema & Dwivedi, Yogesh, 2019. "Measuring social media influencer index- insights from facebook, Twitter and Instagram," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 86-101.
    9. Venciūtė Dominyka, 2018. "Social Media Marketing – from Tool to Capability," Management of Organizations: Systematic Research, Sciendo, vol. 79(1), pages 131-145, June.
    10. Reema Aswani & Arpan Kumar Kar & P. Vigneswara Ilavarasan, 2018. "Detection of Spammers in Twitter marketing: A Hybrid Approach Using Social Media Analytics and Bio Inspired Computing," Information Systems Frontiers, Springer, vol. 20(3), pages 515-530, June.
    11. Monica Patrut, 2015. "Candidates In The Presidential Elections In Romania (2014): The Use Of Social Media In Political Marketing," Studies and Scientific Researches. Economics Edition, "Vasile Alecsandri" University of Bacau, Faculty of Economic Sciences, issue 21.
    12. Giannis Milolidakis & Demosthenes Akoumianakis & Chris Kimble, 2013. "Digital traces for business intelligence: A case study of mobile telecoms service brands in Greece," Post-Print halshs-00954440, HAL.
    13. Lashgari, Maryam, 2014. "Social Media Technology Deployment in B2B: A Case Study," INDEK Working Paper Series 2014/9, Royal Institute of Technology, Department of Industrial Economics and Management.
    14. Wu He & Feng-Kwei Wang & Yong Chen & Shenghua Zha, 0. "An exploratory investigation of social media adoption by small businesses," Information Technology and Management, Springer, vol. 0, pages 1-12.
    15. Wu He & Feng-Kwei Wang & Yong Chen & Shenghua Zha, 2017. "An exploratory investigation of social media adoption by small businesses," Information Technology and Management, Springer, vol. 18(2), pages 149-160, June.
    16. Baccarella, Christian V. & Wagner, Timm F. & Kietzmann, Jan H. & McCarthy, Ian P., 2018. "Social media? It's serious! Understanding the dark side of social media," European Management Journal, Elsevier, vol. 36(4), pages 431-438.
    17. Mohammad Tipu Sultan & Farzana Sharmin & Alina Badulescu & Darie Gavrilut & Ke Xue, 2021. "Social Media-Based Content towards Image Formation: A New Approach to the Selection of Sustainable Destinations," Sustainability, MDPI, vol. 13(8), pages 1-22, April.
    18. Malgorzata Bartosik-Purgat & Oxana Filipchuk & Michael B. Hinner, 2017. "Communication and Consumer Activities of Social Networking Sites Users: Cases from Germany, Poland and Russia," Managing Global Transitions, University of Primorska, Faculty of Management Koper, vol. 15(4 (Winter), pages 341-363.
    19. Janarthanan Balakrishnan & Pantea Foroudi, 2020. "Does Corporate Reputation Matter? Role of Social Media in Consumer Intention to Purchase Innovative Food Product," Corporate Reputation Review, Palgrave Macmillan, vol. 23(3), pages 181-200, August.
    20. Roma, Paolo & Aloini, Davide, 2019. "How does brand-related user-generated content differ across social media? Evidence reloaded," Journal of Business Research, Elsevier, vol. 96(C), pages 322-339.

    More about this item

    Keywords

    social-media; brand equity; CBBE; purchase intention; Facebook;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gdk:wpaper:4. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wojciech Drapinski (email available below). General contact details of provider: https://edirc.repec.org/data/wzepgpl.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.