Social media marketing and brand equity: The role of customer brand engagement
- Authors
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Xian Chen
School of Intelligent Finance, Tianfu College of SWUFE
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Xue Wang
School of Intelligent Finance, Tianfu College of SWUFE
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Zhe Wang
School of Intelligent Finance, Tianfu College of SWUFE
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- Keywords:
- social media marketing, customer brand engagement, brand equity, WeChat users
- Abstract
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Social media is a prominent marketing tool to attract the attention of online target audiences, which can ultimately lead to increased website traffic. This study analyzed the relationship between social media marketing and brand equity, and examined whether customer brand engagement acts as a mediator of this relationship. We conducted a survey with 275 college student WeChat users in China, and used structural equation modeling for data analysis. The results indicated there was a positive direct link between social media marketing and brand equity, with customer brand engagement playing a mediating role. These findings provide valuable insights for brand managers in understanding the impact of social media marketing on fostering customer brand engagement and building brand equity.
- References
- Downloads
- Published
- 2023-11-01
- Issue
- Vol. 51 No. 11 (2023)
- Section
- Articles
- License
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Author(s) agree that copyright of an article published in SBP Journal is transferred from the author(s) to the journal publisher (Scientific Journal Publishers Limited) upon publication.
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