1. Home
  2. Vol 4, No 4 (2023)
  3. Srisuk

Deciphering Emotional Sensitivity in Social Media: A Paradigm for Brand Equity Enhancement

Nuttawat Srisuk, Wilert Puriwat, Chavalit Ratanatamskul, Danupol Hoonsopon

Abstract


This study rigorously explores the transformative impact of the digital landscape on businesses and consumers, with a specific focus on the pivotal role of social media engagement in shaping brand equity. Aligned with the contemporary imperative for businesses to establish a robust online presence, our primary objectives involve gaining a comprehensive understanding of the transformative impact of social media engagement on brand equity and exploring the nuanced dynamics of consumer relationships cultivated through these platforms. To precisely assess this impact, our research employs a rigorous methodology, introducing validated Structural Equation Modeling (SEM) to quantitatively measure the influence of social media engagement behaviors on various dimensions of brand equity. The findings reveal crucial insights: liking enhances brand-consumer relationships, sharing significantly impacts self-presentation motives, and commenting complements brand association and loyalty. These insights contribute to a nuanced understanding of how specific engagement behaviors distinctly influence elements of brand equity. The novelty of our research lies in developing and validating a precise measurement model for the impact of social media engagement on brand equity, representing a significant improvement and addressing a notable gap in the existing literature. This scholarly contribution extends its relevance to both academic research and practical applications in digital marketing. The study not only highlights the transformative influence of social media engagement on brand equity but also signifies a methodological advancement through SEM. The derived insights offer actionable implications for enhancing digital marketing strategies, optimizing social media performance, and fostering long-term sustainability in the ever-evolving digital landscape.

 

Doi: 10.28991/HEF-2023-04-04-02

Full Text: PDF


Keywords


Social Media Engagement; Brand Equity; Brand Relationship Connection; Self-Presentation; Purchase Intention.

References


Schwab, K. (2017). The Fourth Industrial Revolution. Currency, Sydney, Australia.

Zamani, E. D., Griva, A., & Conboy, K. (2022). Using Business Analytics for SME Business Model Transformation under Pandemic Time Pressure. Information Systems Frontiers, 24(4), 1145–1166. doi:10.1007/s10796-022-10255-8.

Agnihotri, R., Kothandaraman, P., Kashyap, R., & Singh, R. (2012). Bringing “social” into sales: The impact of salespeople’s social media use on service behaviors and value creation. Journal of Personal Selling and Sales Management, 32(3), 333–348. doi:10.2753/PSS0885-3134320304.

Nechaeva, O., Mazzoli, V., & Donvito, R. (2023). Brand engagement into self-concept and culture: a literature review for a future research agenda. Journal of Brand Management, 30(5), 414–431. doi:10.1057/s41262-023-00312-1.

Buzeta, C., De Keyzer, F., Dens, N., & De Pelsmacker, P. (2023). Branded content and motivations for social media use as drivers of brand outcomes on social media: a cross-cultural study. International Journal of Advertising, 1–35. doi:10.1080/02650487.2023.2215079.

Onngam, W., & Charoensukmongkol, P. (2023). Effect of social media agility on performance of small and medium enterprises: moderating roles of firm size and environmental dynamism. Journal of Entrepreneurship in Emerging Economies, 1-23. doi:10.1108/JEEE-11-2022-0331.

Saikia, W., & Bhattacharjee, A. (2023). Digital consumer engagement in a social network: A literature review applying TCCM framework. International Journal of Consumer Studies, 1-31. doi:10.1111/ijcs.12981.

Ansary, A., & Nik Hashim, N. M. H. (2018). Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth. Review of Managerial Science, 12(4), 969–1002. doi:10.1007/s11846-017-0235-2.

Osei-Frimpong, K., McLean, G., Islam, N., & Appiah Otoo, B. (2022). What drives me there? The interplay of socio-psychological gratification and consumer values in social media brand engagement. Journal of Business Research, 146, 288–307. doi:10.1016/j.jbusres.2022.03.057.

Zachlod, C., Samuel, O., Ochsner, A., & Werthmüller, S. (2022). Analytics of social media data – State of characteristics and application. Journal of Business Research, 144, 1064–1076. doi:10.1016/j.jbusres.2022.02.016.

Lervik-Olsen, L., Andreassen, T. W., & Fennis, B. M. (2023). When enough is not enough: behavioral and motivational paths to compulsive social media consumption. European Journal of Marketing, 1-29. doi:10.1108/EJM-12-2022-0898.

Su, J., Zhang, Y., & Wu, X. (2023). How market pressures and organizational readiness drive digital marketing adoption strategies’ evolution in small and medium enterprises. Technological Forecasting and Social Change, 193, 122655. doi:10.1016/j.techfore.2023.122655.

Paruthi, M., & Kaur, H. (2017). Scale Development and Validation for Measuring Online Engagement. Journal of Internet Commerce, 16(2), 127–147. doi:10.1080/15332861.2017.1299497.

Scarano, M. C., Regany, F., & Özçaglar-Toulouse, N. (2023). Consumer brand engagement: Socio-cultural perspective and research avenues. Recherche et Applications En Marketing (English Edition), 38(4), 65–88. doi:10.1177/20515707231204721.

Swani, K., & Labrecque, L. I. (2020). Like, Comment, or Share? Self-presentation vs. brand relationships as drivers of social media engagement choices. Marketing Letters, 31(2–3), 279–298. doi:10.1007/s11002-020-09518-8.

Berger, J. (2014). Word of mouth and interpersonal communication: A review and directions for future research. Journal of Consumer Psychology, 24(4), 586–607. doi:10.1016/j.jcps.2014.05.002.

Nadkarni, A., & Hofmann, S. G. (2012). Why do people use Facebook? Personality and Individual Differences, 52(3), 243–249. doi:10.1016/j.paid.2011.11.007.

Voorveld, H. A. M., van Noort, G., Muntinga, D. G., & Bronner, F. (2018). Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type. Journal of Advertising, 47(1), 38–54. doi:10.1080/00913367.2017.1405754.

Voorveld, H. A. M., Araujo, T., Bernritter, S. F., Rietberg, E., & Vliegenthart, R. (2018). How advertising in offline media drives reach of and engagement with brands on Facebook. International Journal of Advertising, 37(5), 785–805. doi:10.1080/02650487.2018.1454703.

Giakoumaki, C., & Krepapa, A. (2020). Brand engagement in self-concept and consumer engagement in social media: The role of the source. Psychology and Marketing, 37(3), 457–465. doi:10.1002/mar.21312.

Labrecque, L. I., Markos, E., & Milne, G. R. (2011). Online Personal Branding: Processes, Challenges, and Implications. Journal of Interactive Marketing, 25(1), 37–50. doi:10.1016/j.intmar.2010.09.002.

Hamzah, Z. L., Abdul Wahab, H., & Waqas, M. (2021). Unveiling drivers and brand relationship implications of consumer engagement with social media brand posts. Journal of Research in Interactive Marketing, 15(2), 336–358. doi:10.1108/JRIM-05-2020-0113.

Tripopsakul, S., Mokkhamakkul, T., & Puriwat, W. (2022). The development of the entrepreneurial spirit index: An application of the entrepreneurial cognition approach. Emerging Science Journal, 6(3), 493-504. doi:10.28991/ESJ-2022-06-03-05.

Alexandrov, A., Lilly, B., & Babakus, E. (2013). The effects of social- and self-motives on the intentions to share positive and negative word of mouth. Journal of the Academy of Marketing Science, 41(5), 531–546. doi:10.1007/s11747-012-0323-4.

de Matos, C. A., & Rossi, C. A. V. (2008). Word-of-mouth communications in marketing: A meta-analytic review of the antecedents and moderators. Journal of the Academy of Marketing Science, 36(4), 578–596. doi:10.1007/s11747-008-0121-1.

Baker, A. M., Donthu, N., & Kumar, V. (2016). Investigating how word-of-mouth conversations about brands influence purchase and retransmission intentions. Journal of Marketing Research, 53(2), 225–239. doi:10.1509/jmr.14.0099.

Sijoria, C., Mukherjee, S., & Datta, B. (2018). Impact of the antecedents of eWOM on CBBE. Marketing Intelligence and Planning, 36(5), 528–542. doi:10.1108/MIP-10-2017-0221.

Baumeister, R. F., & Leary, M. R. (2017). The Need to Belong: Desire for Interpersonal Attachments as a Fundamental Human Motivation. Interpersonal Development, 117(3), 57–89. doi:10.4324/9781351153683-3.

Hollenbeck, C. R., & Kaikati, A. M. (2012). Consumers’ use of brands to reflect their actual and ideal selves on Facebook. International Journal of Research in Marketing, 29(4), 395–405. doi:10.1016/j.ijresmar.2012.06.002.

Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165. doi:10.1016/j.intmar.2013.12.002.

Stephen, A. T., Sciandra, M., & Inman, J. (2015). Is it What You Say or How You Say it? How Content Characteristics Affect Consumer Engagement with Brands on Facebook. SSRN Electronic Journal. doi:10.2139/ssrn.2683314.

Swani, K., Milne, G. R., Brown, B. P., Assaf, A. G., & Donthu, N. (2017). What messages to post? Evaluating the popularity of social media communications in business versus consumer markets. Industrial Marketing Management, 62, 77–87. doi:10.1016/j.indmarman.2016.07.006.

Labrecque, L. I. (2014). Fostering Consumer–Brand Relationships in Social Media Environments: The Role of Parasocial Interaction. Journal of Interactive Marketing, 28(2), 134–148. doi:10.1016/j.intmar.2013.12.003.

Tripopsakul, S., & Puriwat, W. (2022). Understanding the Impact of ESG on Brand Trust and Customer Engagement. Journal of Human, Earth, and Future, 3(4), 430-440. doi:10.28991/HEF-2022-03-04-03.

Lim, W. M. (2020). An equity theory perspective of online group buying. Journal of Retailing and Consumer Services, 54, 101729. doi:10.1016/j.jretconser.2018.12.013.

BİLGİN, Y. (2018). The Effect of Social Media Marketing Activities on Brand Awareness, Brand Image and Brand Loyalty. Business & Management Studies: An International Journal, 6(1), 128–148. doi:10.15295/bmij.v6i1.229.

Romaniuk, J., Wight, S., & Faulkner, M. (2017). Brand awareness: revisiting an old metric for a new world. Journal of Product and Brand Management, 26(5), 469–476. doi:10.1108/JPBM-06-2016-1242.

Pappu, R., & Christodoulides, G. (2017). Guest editorial. Journal of Product & Brand Management, 26(5), 433–434. doi:10.1108/jpbm-06-2017-1485.

Tasci, A. D. A. (2021). A critical review and reconstruction of perceptual brand equity. International Journal of Contemporary Hospitality Management, 33(1), 166–198. doi:10.1108/IJCHM-03-2020-0186.

Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14. doi:10.1016/S0148-2963(99)00098-3.

Foroudi, P., Jin, Z., Gupta, S., Foroudi, M. M., & Kitchen, P. J. (2018). Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention. Journal of Business Research, 89, 462–474. doi:10.1016/j.jbusres.2018.01.031.

Ahirrao, M. B., & Patil, D. S. (2017). Customer Based Brand Equity: A Review of Literature. International Journal of Creative Research Thoughts, 5, 245-247.

Scholz, J., & Smith, A. N. (2019). Branding in the age of social media firestorms: how to create brand value by fighting back online. Journal of Marketing Management, 35(11–12), 1100–1134. doi:10.1080/0267257X.2019.1620839.

Seo, E. J., & Park, J. W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36–41. doi:10.1016/j.jairtraman.2017.09.014.

Fayrene, C. Y., & Lee, G. C. (2011). Customer-based brand equity: A literature review. Researchers World, 2(1), 33.

Benthaus, J., Risius, M., & Beck, R. (2016). Social media management strategies for organizational impression management and their effect on public perception. Journal of Strategic Information Systems, 25(2), 127–139. doi:10.1016/j.jsis.2015.12.001.

Schau, H. J., & Gilly, M. C. (2003). We Are What We Post? Self-Presentation in Personal Web Space. Journal of Consumer Research, 30(3), 385–404. doi:10.1086/378616.

Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: A social media perspective. Journal of Product and Brand Management, 24(1), 28–42. doi:10.1108/JPBM-06-2014-0635.

Christodoulides, G., & de Chernatony, L. (2010). Consumer-based brand equity Conceptualisation and measurement: A literature review. International Journal of Market Research, 52(1), 43–66. doi:10.2501/S1470785310201053.

Lee, D., Hosanagar, K., & Nair, H. S. (2018). Advertising content and consumer engagement on social media: Evidence from Facebook. Management Science, 64(11), 5105–5131. doi:10.1287/mnsc.2017.2902.

Dessart, L. (2017). Social media engagement: a model of antecedents and relational outcomes. Journal of Marketing Management, 33(5–6), 375–399. doi:10.1080/0267257X.2017.1302975.

Santos, Z. R., Cheung, C., Coelho, P. S., & Rita, P. (2022). Consumer engagement in social media brand communities: A literature review. International Journal of Information Management, 63, 102457. doi:10.1016/j.ijinfomgt.2021.102457.

Lipsman, A., Mudd, G., Rich, M., & Bruich, S. (2012). The power of “like”: How brands reach (and influence) fans through social-media marketing. Journal of Advertising Research, 52(1), 40–52. doi:10.2501/JAR-52-1-040-052.

Hayes, R. A., Carr, C. T., & Wohn, D. Y. (2016). One Click, Many Meanings: Interpreting Paralinguistic Digital Affordances in Social Media. Journal of Broadcasting and Electronic Media, 60(1), 171–187. doi:10.1080/08838151.2015.1127248.

Gross, J., Tomczak, T., & Gollnhofer, J. F. (2022). Brand-related content in social media: consumers as social media influencers. Thexis Verlag, St. Gallen, Switzerland.

VanMeter, R., Syrdal, H. A., Powell-Mantel, S., Grisaffe, D. B., & Nesson, E. T. (2018). Don’t Just “Like” Me, Promote Me: How Attachment and Attitude Influence Brand Related Behaviors on Social Media. Journal of Interactive Marketing, 43(1), 83–97. doi:10.1016/j.intmar.2018.03.003.

Wang, X. W., Cao, Y. M., & Park, C. (2019). The relationships among community experience, community commitment, brand attitude, and purchase intention in social media. International Journal of Information Management, 49, 475–488. doi:10.1016/j.ijinfomgt.2019.07.018.

Tsai, W.-H. S., & Men, L. R. (2013). Motivations and Antecedents of Consumer Engagement with Brand Pages on Social Networking Sites. Journal of Interactive Advertising, 13(2), 76–87. doi:10.1080/15252019.2013.826549.

Thelwall, M., Sud, P., & Vis, F. (2012). Commenting on YouTube videos: From Guatemalan rock to El Big Bang. Journal of the American Society for Information Science and Technology, 63(3), 616–629. doi:10.1002/asi.21679.

Brubaker, J. R., & Hayes, G. R. (2011). We Will Never forget you [online]: An empirical investigation of post-mortem MySpace comments. Proceedings of the ACM Conference on Computer Supported Cooperative Work, CSCW, 123–132. doi:10.1145/1958824.1958843.

Yoon, G., Li, C., Ji, Y. (Grace), North, M., Hong, C., & Liu, J. (2018). Attracting Comments: Digital Engagement Metrics on Facebook and Financial Performance. Journal of Advertising, 47(1), 24–37. doi:10.1080/00913367.2017.1405753.

McWilliam, G. (2000). Building stronger brands through online communities. MIT Sloan Management Review, 41(3), 43.

Bernstein, M. S., Bakshy, E., Burke, M., & Karrer, B. (2013). Quantifying the invisible audience in social networks. Proceedings of the SIGCHI Conference on Human Factors in Computing Systems. doi:10.1145/2470654.2470658.

Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising, 24(3), 25–40. doi:10.1080/00913367.1995.10673481.

Oeldorf-Hirsch, A., & Sundar, S. S. (2015). Posting, commenting, and tagging: Effects of sharing news stories on Facebook. Computers in Human Behavior, 44, 240–249. doi:10.1016/j.chb.2014.11.024.

Koc-Michalska, K., Lilleker, D. G., Michalski, T., Gibson, R., & Zajac, J. M. (2021). Facebook affordances and citizen engagement during elections: European political parties and their benefit from online strategies? Journal of Information Technology and Politics, 18(2), 180–193. doi:10.1080/19331681.2020.1837707.

Washburn, J. H., & Plank, R. E. (2002). Measuring Brand Equity: An Evaluation of a Consumer-Based Brand Equity Scale. Journal of Marketing Theory and Practice, 10(1), 46–62. doi:10.1080/10696679.2002.11501909.

Gómez, M., Lopez, C., & Molina, A. (2019). An integrated model of social media brand engagement. Computers in Human Behavior, 96, 196–206. doi:10.1016/j.chb.2019.01.026.

Gligor, D., Bozkurt, S., & Russo, I. (2019). Achieving customer engagement with social media: A qualitative comparative analysis approach. Journal of Business Research, 101, 59–69. doi:10.1016/j.jbusres.2019.04.006.

Kim, J. (2021). The Meaning of Numbers: Effect of Social Media Engagement Metrics in Risk Communication. Communication Studies, 72(2), 195–213. doi:10.1080/10510974.2020.1819842.

de Chernatony, L., Harris, F. J., & Christodoulides, G. (2004). Developing a brand performance measure for financial services brands. Service Industries Journal, 24(2), 15–33. doi:10.1080/02642060412331301232.

Mahyari, H. K., Abareshi, A., Asian, S., & Khazaei Pool, J. (2018). An examination of the interplay between country-of-origin, brand equity, brand preference and purchase intention toward global fashion brands. International Journal of Business Forecasting and Marketing Intelligence, 4(1), 43. doi:10.1504/ijbfmi.2018.10009308.

Chen, C. F., & Chang, Y. Y. (2008). Airline brand equity, brand preference, and purchase intentions—The moderating effects of switching costs. Journal of air transport management, 14(1), 40-42. doi:10.1016/j.jairtraman.2007.11.003.

Aaker, D. A. (1996). Measuring Brand Equity Across Products and Markets. California Management Review, 38(3), 102–120. doi:10.2307/41165845.

Keller, K. L. (2006). Measuring Brand Equity. The Handbook of Marketing Research, 546–568, Wiesbaden, Germany. doi:10.4135/9781412973380.n26.

Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring customer‐based brand equity. Journal of Consumer Marketing, 12(4), 11–19. doi:10.1108/07363769510095270.

Mogaji, E. (2021). Brand Equity. In: Brand Management. Palgrave Macmillan, Cham, Switzerland. doi:10.1007/978-3-030-66119-9_8.

Machado, J. C., Vacas-de-Carvalho, L., Azar, S. L., André, A. R., & dos Santos, B. P. (2019). Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love. Journal of Business Research, 96, 376–385. doi:10.1016/j.jbusres.2018.07.016.

Hawkins, D. L., & Hoon, S. (2019). The Impact of Customer Retention Strategies and the Survival of Small Service-Based Businesses. In SSRN Electronic Journal. doi:10.2139/ssrn.3445173.

Akoglu, H. E., & Özbek, O. (2022). The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers. Asia Pacific Journal of Marketing and Logistics, 34(10), 2130–2148. doi:10.1108/APJML-05-2021-0333.

Schembri, S., Merrilees, B., & Kristiansen, S. (2010). Brand consumption and narrative of the self. Psychology & Marketing, 27(6), 623–637. doi:10.1002/mar.20348.

Kim, H. B., & Kim, W. G. (2005). The relationship between brand equity and firms’ performance in luxury hotels and chain restaurants. Tourism Management, 26(4), 549–560. doi:10.1016/j.tourman.2004.03.010.

Quan, N. H., Chi, N. T. K., Nhung, D. T. H., Ngan, N. T. K., & Phong, L. T. (2020). The influence of website brand equity, e-brand experience on e-loyalty: The mediating role of e-satisfaction. Management Science Letters, 10(1), 63–76. doi:10.5267/j.msl.2019.8.015.

Macdonald, E., & Sharp, B. (2003). Management perceptions of the importance of brand awareness as an indication of advertising effectiveness. Marketing Bulletin, 14(2).

Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93. doi:10.1509/jmkg.65.2.81.18255.

Dada, M. H. (2021). Impact of Brand Association, Brand Image & Brand Loyalty on Brand Equity. Journal of Marketing Strategies, 3(1), 29–43. doi:10.52633/jms.v3i1.33.

Hepola, J., Karjaluoto, H., & Hintikka, A. (2017). The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement. Journal of Product & Brand Management, 26(3), 282–293. doi:10.1108/JPBM-10-2016-1348.

Jayasingh, S. (2019). Consumer brand engagement in social networking sites and its effect on brand loyalty. Cogent Business & Management, 6(1), 1698793. doi:10.1080/23311975.2019.1698793.

Leckie, C., Nyadzayo, M. W., & Johnson, L. W. (2016). Antecedents of consumer brand engagement and brand loyalty. Journal of Marketing Management, 32(5–6), 558–578. doi:10.1080/0267257X.2015.1131735.

Fayrene, C. Y., & Lee, G. C. (2011). Customer-based brand equity: A literature review. Researchers World, 2(1), 33.

Bong Na, Woon, Roger Marshall, and Kevin Lane Keller. "Measuring brand power: validating a model for optimizing brand equity." Journal of product & brand management 8(3), 170-184. doi:10.1108/10610429910272439.

Hair, J., Hollingsworth, C. L., Randolph, A. B., & Chong, A. Y. L. (2017). An updated and expanded assessment of PLS-SEM in information systems research. Industrial Management and Data Systems, 117(3), 442–458. doi:10.1108/IMDS-04-2016-0130.

Hair, J. F., Sarstedt, M., Pieper, T. M., & Ringle, C. M. (2012). The Use of Partial Least Squares Structural Equation Modeling in Strategic Management Research: A Review of Past Practices and Recommendations for Future Applications. Long Range Planning, 45(5–6), 320–340. doi:10.1016/j.lrp.2012.09.008.

Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39. doi:10.2307/3151312.

Parris, D. L., & Guzmán, F. (2023). Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward. Journal of Product and Brand Management, 32(2), 191–234. doi:10.1108/JPBM-06-2021-3528.

Azhar, M., Husain, R., Hamid, S., & Rahman, M. N. (2023). Effect of social media marketing on online travel purchase behavior post-COVID-19: mediating role of brand trust and brand loyalty. Future Business Journal, 9(1), 1–13. doi:10.1186/s43093-023-00192-6.


Full Text: PDF

DOI: 10.28991/HEF-2023-04-04-02

Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 Nuttawat Srisuk, Professor Dr. Wilert Puriwat, Professor Dr. Chavalit Ratanatamskul, Assistant Professor Dr.Danupol Hoonsopon