Improving the value of the retailer brand through social media equity

Mathur, Manisha

doi:10.1057/s41262-020-00195-6

Cited by 11 publications

(15 citation statements)

References 96 publications

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“…Accordingly, the current model can be expanded to investigate the effect of user-generated content on outcome variables. Fifth, the proposed model can be expanded by examining the extent to which SMMEs contribute to the creation of social capital, thereby aiding in the development of CBBE (Mathur, 2020). Seventh, future studies can look at the role of SMMEs in increasing consumer engagement, which helps build brand equity and consumer response (Meire et al, 2019).…”

Section: Limitations Of Research and Directions For Future Researchmentioning

confidence: 99%

Effect of online social media marketing efforts on customer response

Upadhyay

Paul

Baber

2022

J of Consumer Behaviour

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It has been a challenge to map the efficacy of marketing communications in building stronger brands on social media. Given the paucity of research in this area, the present study offers a holistic model that maps the effect of social media marketing (hereinafter SMMEs) on consumer response via building brand equity and brand trust. This study was conducted on customers of major brands of smartphones in India. The data were collected from 318 consumers who visited fan pages of the selected brands of smartphones. The current study examines how SMMEs influence customer behavior via brand equity and trust. Additionally, the study examines how brand equity and brand trust interact during the process. The current study's findings indicate that brand equity partially mediates the effect of SMMEs on customer response. On the other hand, SMMEs do not succeed in converting brand trust into customer response. Further, brand equity fully mediates SMMEs' effect on brand trust. Finally, the results also show that the effect of brand equity on customer response is partially mediated by brand trust. Toward the end, study dwells on its practical implications and limitations.

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Section: Limitations Of Research and Directions For Future Researchmentioning

confidence: 99%

Effect of online social media marketing efforts on customer response

Upadhyay

Paul

Baber

2022

J of Consumer Behaviour

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“…Social media equity reflects a subjective, intangible assessment of a brand on social media made by a customer (Mathur, 2020). Customers freely manifest their personalities on social media and their subjective expressions on brands influence a brand's overall value (Orehek & Human, 2017).…”

Section: Social Media Equitymentioning

confidence: 99%

“…Social media equity represents the extent to which two-way communications on social media build and enhance the perceived quality, awareness and loyalty to a brand (Jones, 2005;Mathur, 2020).…”

Section: Brand Engagement Brand Advocacy and Social Media Equitymentioning

confidence: 99%

“…While customer‐based brand equity has been defined in different contexts (Pappu & Quester, 2006; Yoo & Donthu, 2001), social media equity is an important concept that allows marketers to determine the value that a brand acquires from customer perceptions on social media. Social media equity reflects a subjective, intangible assessment of a brand on social media made by a customer (Mathur, 2020). Customers freely manifest their personalities on social media and their subjective expressions on brands influence a brand's overall value (Orehek & Human, 2017).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…Accordingly, consumer personality traits are critical for a brand's success. Social media equity represents the extent of customer perceptions of the quality of a brand on social media, customers' manifestation of brand loyalty on social media and brand awareness along with brand preferences consumers share on social media (Mathur, 2020). As consumer actions are generally consistent with their personality traits and consumers share knowledge about brands, particularly, on social media (Islam et al, 2017), it is necessary to examine whether consumer personality traits influence social media equity.…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Leveraging consumer personality and social media marketing to improve a brand's social media equity

Mathur

Lawrence

Chakravarty

2022

Int J Consumer Studies

Self Cite

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Consumer personality traits impact consumer actions, preferences, online behaviour and shopping motives. This study examines personality traits as drivers of social media equity by addressing the mechanisms under which consumer personality traits influence social media equity. We aim to combine consumer-level information with brand-level metrics to advance our understanding of consumers' associations with brands on social media and how specific consumer personality traits can be leveraged to improve a brand's social media equity. Using a self-administered survey, a total of 418 respondents from an online consumer panel participated in this study. The results from structural equation modelling revealed that while extraversion, openness to experience and neuroticism personality traits are positively associated with brand engagement and brand advocacy, agreeableness and conscientiousness are significantly associated with brand advocacy and not with brand engagement. This study advances theory by examining how consumer personality traits influence social media equity via brand engagement and brand advocacy as mediators. The findings provide rich practical insights into underlying mechanisms through which marketers can increase social media equity using consumer personality traits.

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The impact of public climate change concern on sustainable product consumption: a case study of new energy vehicles in China

Han,

Mo,

Liu

et al. 2023

Ann Oper Res

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With global climate change problems becoming increasingly serious, sustainable consumption has become an inevitable trend. In this paper, we take the Chinese new energy vehicle market as an example and research the relationship between the public climate change concern and sustainable product consumption behaviour, while considering the time decay effect of public concern. We collect authoritative secondary data on climate change Baidu search index and the monthly sales of new energy vehicle brands and use panel data to test the hypotheses empirically. The result shows that there is a significant positive effect of public climate change concern on new energy vehicle consumption behaviour. This effect is also present when the time decay effect is considered. The result shows that public new energy vehicle concern has a significant negative effect on new energy vehicle consumption behaviour. The findings provide theoretical support for government policymakers and corporate managers to promote the adoption and diffusion of sustainable products.

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Improving the value of the retailer brand through social media equity

Cited by 11 publications

References 96 publications

Effect of online social media marketing efforts on customer response

Effect of online social media marketing efforts on customer response

Leveraging consumer personality and social media marketing to improve a brand's social media equity

The impact of public climate change concern on sustainable product consumption: a case study of new energy vehicles in China

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