The Role of Social Media in Building Brand Equity: A Study on the Facebook Pages of the Airlines Sector in Egypt

Gaber, Hazem Rasheed; Elsamadicy, Ahmed

doi:10.21608/acj.2021.167933

Cited by 3 publications

(28 citation statements)

References 42 publications

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“…Companies brand their products and services to distinguish them from competitors and facilitate consumer purchase decisions [14]. A strong brand creates sustainable competitive advantages for a company; it builds a barrier to restrain competitors and helps a company maintain a price premium [15].…”

Section: Brand Equitymentioning

confidence: 99%

“…A strong brand creates sustainable competitive advantages for a company; it builds a barrier to restrain competitors and helps a company maintain a price premium [15]. Brand equity in marketing refers to the value of a brand; substantial brand equity helps organizations build long-term connections with consumers and enhance positive word-of-mouth communication [14]. Kim & Ko [4] indicated that corporate marketing activities based on social media help to enhance customer-based brand equity.…”

Section: Brand Equitymentioning

confidence: 99%

“…Positive output created by consumers can increase brand loyalty, leading to further brand preference [19]. Furthermore, brand loyalty can increase a company's ability to raise prices, reduce switching costs and retain customers [14].…”

Section: Brand Equitymentioning

confidence: 99%

“…[15]. Gaber and Elsamadicy [14] stated that when measuring perceived quality, the actual quality of the product is not crucial, while expectations and evaluations of the brand quality in consumers' minds are essential measurement indicators. Perceived quality has a positive role in securing product premiums, improving brand extensions, and increasing consumer purchase intentions [14].…”

Section: Brand Equitymentioning

confidence: 99%

“…In the second section, the scale ranged from 1-very unimportant to 5-very important, and it ranged from 1strongly disagree to 5-strongly agree in the third section. When setting up the second part of the questionnaire, questions related to brand equity referred to Godey et al, [23] research questionnaire, and in the third section, questions related to brand equity and eWOM referred to the research questionnaires by Gaber & Elsamadicy [14] and Kim & Ko [4].…”

Section: Composition Of the Questionnairementioning

confidence: 99%

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Research on the Social Media Marketing Activities Based on Linear Statistics

Zheng¹

2023

Advances in Computer Science Research

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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.

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Section: Brand Equitymentioning

confidence: 99%

Section: Brand Equitymentioning

confidence: 99%

Section: Brand Equitymentioning

confidence: 99%

Section: Brand Equitymentioning

confidence: 99%

Section: Composition Of the Questionnairementioning

confidence: 99%

See 3 more Smart Citations

Research on the Social Media Marketing Activities Based on Linear Statistics

Zheng¹

2023

Advances in Computer Science Research

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The Impact of User-Generated Content on Brand Equity Dimensions and Purchase Intention of Egyptian Telecom Operators’ Subscribers

Yousry,

Fahmy

2024

The Academic Journal of Contemporary Commercial Research

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This study investigates the effect of online user-generated content (UGC) on brand equity dimensions and subscribers' purchase intention to Egyptian telecom operators. Data are collected from 400 telecom operators' subscribers. Structural equation modeling (SEM) is utilized for data analysis. The findings reveal a direct relationship between UGC and the four brand equity dimensions. Brand perceived quality and loyalty mediate the relationship between UGC and purchase intention also affect subscribers' purchase intention. Whereas brand awareness and associations do not affect subscribers' purchase intention. Marketers can capitalize on social media platforms to encourage subscribers to express their opinions and create online customer engagement. The study concentrates only on UGC, future research can further investigate the firm-created content. The suggested conceptual model developed based on the Stimulus-Organism-Response Model tests a correlation that associates brand equity dimensions to UGC and Purchase Intention.

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A Comparative Case Study in Social Network Site Usage between a Utility Sector and a Financial Sector in Malaysia

Maskuri,

Othman,

Osman

et al. 2024

IJARBSS

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This research aims to compare social network site usage between utility companies and financial institutions in Malaysia and to identify the challenges faced by both organisations in using social networking services. This study provides insights into the comparison of social networking services between two different services, which are utility and financial services. Both organisations utilise social network sites to convey information regarding their services. Qualitative research was employed by conducting a comparative case study to identify the

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The Role of Social Media in Building Brand Equity: A Study on the Facebook Pages of the Airlines Sector in Egypt

Cited by 3 publications

References 42 publications

Research on the Social Media Marketing Activities Based on Linear Statistics

Research on the Social Media Marketing Activities Based on Linear Statistics

The Impact of User-Generated Content on Brand Equity Dimensions and Purchase Intention of Egyptian Telecom Operators’ Subscribers

A Comparative Case Study in Social Network Site Usage between a Utility Sector and a Financial Sector in Malaysia

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