THE IMPACT OF THE FIRM GENERATED CONTENTS AND THE USER GENERATED CONTENTS THROUGH SOCIAL MEDIA ON BRAND EQUITY ELEMENTS

Muhammad Adnan Bashir, Nadia Ayub, Tariq Jalees


DOI: http://dx.doi.org/10.22555/pbr.v19i3.1639

Abstract


It is an era of modern communication technology, where
consumers are well aware and connected to products and brands. By
generating content related to products or brands consumers can now
make or destroy a brand. Communication through online social media
has shaped the overall communication strategy of the firms, as more
and more firms are struggling hard to understand and control the
online social media communication for better and secured future of
the brand and the firm. The aim of this study was to measure the impact
of the firm generated social media communication and the user
generated social media communication on the elements of brand
equity. A conceptual framework was developed based on Aaker’s Brand
Equity model. The constructs and scale items were adopted from
previous studies and had valid reliability. SEM was performed through
AMOS. Findings of this research revealed that both the firm generated
and the user generated social media communications have a positive
influence on the brand equity elements.


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