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The Impact of Perceived Social Media Activities On Consumer-Based Brand Equity: A Perspective from Emerging Economy

Author

Listed:
  • Zia, Syeda Hamna
  • Muneer, Naima
  • Siddiqui, Amna
  • Huda, Rozmeen

Abstract

Every day every traditional business is shifting online, following the Digital marketing trend to grow their business. The primary aim of the research is to investigate those factors that will help the business grow in the online market in a developing nations. For this purpose, SOR Model is used. In this research, two dependent variables are brand experience and customer-based brand equity and independent variables are Informativeness, Trendiness, Personalization, and Word of mouth. In this research, quantitative method is used to investigate concepts to find relationships. Between variables and forecast results. The correlation research approach is used in this research. A survey was conducted with internet users via questionnaire (n=205). For data analysis, SPSS and smart PLS-SEM is used in this research. According to the findings of the study, Informativeness, Personalization, Consumer Based- equity and Word of mouth impacts significantly on Brand Experience, while Trendiness impacts insignificantly on Brand Experience. We recommend taking quizzes during or at the end of the session would be very helpful.

Suggested Citation

  • Zia, Syeda Hamna & Muneer, Naima & Siddiqui, Amna & Huda, Rozmeen, 2022. "The Impact of Perceived Social Media Activities On Consumer-Based Brand Equity: A Perspective from Emerging Economy," MPRA Paper 112346, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:112346
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    References listed on IDEAS

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    More about this item

    Keywords

    Word of mouth; trendiness; brand experience; online shopping; social media activities; developing country.;
    All these keywords.

    JEL classification:

    • I2 - Health, Education, and Welfare - - Education
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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