Unlocking the Potential of Social Media Marketing: Examining How Posting, Interacting, and Monitoring Skills Contribute to the Development of Brand Equity

Venkateswarlu Denduluri, Rajendra Babu Chikkala, Y. V. Nagakumari and Paparao Maddala
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Venkateswarlu Denduluri: Lakireddy Bali Reddy College of Engineering (Autonomous), Permanent Affiliation to JNTUK
Rajendra Babu Chikkala: Lakireddy Bali Reddy College of Engineering (Autonomous), Permanent Affiliation to JNTUK
Y. V. Nagakumari: Seshadri Rao Gudlavalleru Engineering College
Paparao Maddala: Sree Vahini Institute of Science and Technology (Autonomous), Affiliated to JNTUK

Chapter 17 in Leveraging Emerging Technologies and Analytics for Empowering Humanity, Vol. 1, 2025, pp 337-354 from Springer

Abstract: Abstract Owing to the widespread use of social media, it has become an integral tool for brands to build their brand equity. Consequently, the need to develop specific skills in digital marketing has become imperative. By using a combination of qualitative and quantitative research methods, this study focusses to identify those fundamentals of Social Media Marketing Capabilities and measure its prediction ability on Consumer-embedded Brand Equity. The results show that consumer-based brand equity and the capability to interact and post on social media are completely correlated. The surveillance abilities of social broadcasting marketing did not, however, show a clear connotation with consumer-based brand equity. Professionals working in marketing, branding, and community management will find these insights invaluable as they focus on honing certain SMM skills, which will help them fine-tune their social media strategies and optimize their results.

Keywords: Social Media Marketing; Brand Equity; Marketing capabilities; Business strategies (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-981-96-2548-2_17

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DOI: 10.1007/978-981-96-2548-2_17

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