The effect of social media communication on brand equity through Facebook: evidence from CGV Cinemas, Vietnam

Vinh, Tran Trung; Phuong, Tran Thi Kim; Nga, Vo Thi Quynh; Nguyen, Nguyen Phuc

doi:10.1504/ijecrm.2019.10025687

Cited by 5 publications

(18 citation statements)

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“…The effect of communication generated by users on brand equity has also been evidenced in previous studies (e.g. Colicev et al , 2019; Tran et al , 2019). Access to user-generated content allows other users to collect information, images and assessments about destinations and tourism services before making decisions, thus influencing destination awareness, perceived image and quality (Dedeoğlu et al , 2020; Stojanovic et al , 2022).…”

Section: Introductionsupporting

confidence: 74%

“…Social media also challenges marketers by changing communication to become no longer one sided, from producers to customers (Huerta-Álvarez et al , 2020). As its functions allow people to connect with other users regardless of distance and to share, interact and publish content, it thus offers power to customers, from target audiences to co-creators' content (Tran et al , 2019). As a result, destination brand communication is no longer entirely controlled by DMOs, but has rather gradually increased the involvement of user participation (Huerta-Álvarez et al , 2020; Arica et al , 2022).…”

Section: Introductionmentioning

confidence: 99%

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The relationships among social media communication, brand equity and satisfaction in a tourism destination: the case of Danang city, Vietnam

Nguyen

Tran

2023

JHTI

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PurposeThis paper aims to examine the role of social media communication, tourist satisfaction and destination brand equity components in enhancing destination brand equity based on the Stimulus – Organism – Response (S-O-R) theory.Design/methodology/approachThe conceptual model and research hypotheses were assessed using covariance-based structural equation modeling (SEM). An online survey was used to collect data from 369 domestic tourists who had traveled to Danang and knew about content related to Danang generated by either DMOs or other users on social media.FindingsExcept for the effect of DMO-generated social media communication on tourist satisfaction and the impact of destination brand awareness on destination brand loyalty, the findings confirmed the sequential causal relationships between research concepts based on the S-O-R model.Research limitations/implicationsFuture research should explore the proposed model based on comparisons of different nationalities to better understand the impact of cultural factors.Practical implicationsDMOs should associate social media with their marketing strategies to enhance destination brand equity, using cutting-edge technologies to create content and update information in a significant way to make communications by DMOs more effective. The findings especially suggest that UGC plays a vital role in improving brand equity dimensions, so DMOs could exploit UGC to engage existing customers and build relationships with potential customers. This research provides guidance for DMOs to improve their brand equity based on social media.Originality/valueThis study has contributed to the destination marketing literature by applying the S-O-R theory to propose a pathway for effectively increasing destination brand equity and highlight the importance of social media communication as a driver to achieve a hierarchical relationship between destination brand equity components and tourist satisfaction from stimulus to organism (e.g. cognition to affect).

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Section: Introductionsupporting

confidence: 74%

Section: Introductionmentioning

confidence: 99%

The relationships among social media communication, brand equity and satisfaction in a tourism destination: the case of Danang city, Vietnam

Nguyen

Tran

2023

JHTI

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“…Raji et al (2019) found positive and significant relationships between advertising and sales promotions content via social networks, hedonic/functional brand image, and behavioral intention, which in turn exerts a positive effect on brand equity. Vinh et al (2019) proposed that brands should perform marketing activities, such as sales promotion via social networks, in order to enhance the dimensions of brand equity, and insist on the need for future research to examine social media marketing communications in greater depth, considering sales promotion as a precursor to brand equity.…”

Section: Sales Promotions As a Generator Of Heritage Brand Equity In ...mentioning

confidence: 99%

“…Nevertheless, there is dearth of studies analyzing how the sales promotions can affect brand equity within the social networks landscape (Raji et al, 2019; Vinh et al, 2019). With these premises, a key research question emerges: how does the use of social media‐based sales promotions affect brand equity?…”

Section: Literature Reviewmentioning

confidence: 99%

“…Vinh et al (2019) proposed that brands should perform marketing activities, such as sales promotion via social networks, in order to enhance the dimensions of brand equity, and insist on the need for future research to examine social media marketing communications in greater depth, considering sales promotion as a precursor to brand equity.…”

Section: Literature Reviewmentioning

confidence: 99%

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Building heritage brand equity through social media sales promotion: The role of Power Distance

Crespo‐Almendros

Prados‐Peña

Porcu

et al. 2023

Journal of Tourism Research

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This paper aims to look into the moderating effect of individual's cultural characteristics-Power Distance-on the relationship between the use of discounts and gifts and the formation of the brand equity of a heritage tourist site is assessed.The results of a quasi-experimental 2Â2 factorial design among Internet users from two countries and using two different promotional stimuli showed: a positive effect of sales promotions on social media on the formation of brand equity of a heritage tourist site; a lesser effect of online price discounts than free gifts; the moderating role of Power Distance on the formation of brand equity.

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Managing brand equity in the brewing sector

Francioni

Curina

Hegner

et al. 2022

BFJ

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PurposeThe paper analyzes the effect of country of origin (COO) image, word-of-mouth (WOM) and brand distinctiveness toward overall brand equity (OBE) and its dimensions (brand awareness/associations; perceived quality; brand loyalty) in the brewing sector.Design/methodology/approachA quantitative research has been conducted by adopting the survey technique and structural equation modeling based on a sample of 401 Italian beer consumers.FindingsResults corroborate a positive effect of (1) COO image and brand distinctiveness on brand awareness/associations, perceived quality and brand loyalty; (2) WOM on perceived quality and brand loyalty; (3) brand awareness/associations and brand loyalty on OBE. Findings also verify the mediating effects of the OBE dimensions on the relationships between the analyzed antecedents (COO image, WOM and brand distinctiveness) and OBE.Research limitations/implicationsAlthough the selection of a sample composed of Italian students guarantees good research internal validity, findings are not generalizable.Practical implicationsThe study offers valuable strategies for brewing firms to reach high levels of brand equity. In particular, it identifies the key role of COO image, WOM, brand distinctiveness and OBE dimensions in realizing careful brand management processes.Originality/valueThe paper focuses on analyzing the influence of COO image on brand equity in the brewing industry, thus enriching an area of investigation that requires further insights within an under-investigated sector.

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The effect of social media communication on brand equity through Facebook: evidence from CGV Cinemas, Vietnam

Cited by 5 publications

References 0 publications

The relationships among social media communication, brand equity and satisfaction in a tourism destination: the case of Danang city, Vietnam

The relationships among social media communication, brand equity and satisfaction in a tourism destination: the case of Danang city, Vietnam

Building heritage brand equity through social media sales promotion: The role of Power Distance

Managing brand equity in the brewing sector

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