Research on the Social Media Marketing Activities Based on Linear Statistics

Abstract

The purpose of this research is to investigate the impact of skincare brands' social media marketing activities (SMMA) on potential consumers' perceived brand equity and electronic word-of-mouth and the differences in responses to social media marketing activities between consumers of different genders. A self-administered questionnaire was developed and administered to 174 social media users. The result indicated that skincare SMMA, especially those containing informational features, have significant positive effects on potential consumers' brand equity perception and electronic word-of-mouth. It also indicates that there are differences in responses to brand equity from potential consumers of different genders. Females have more positive responses to brand awareness and brand loyalty than males.