Analyzing the Impact of Publishing, Interacting, and Monitoring Skills on the Growth of Brand Equity in Social Media Marketing Using NLP

Ch. Rajendra Babu (), D. Venkateswarlu, D. Ratna Kishore and D. Prabhakar
Additional contact information
Ch. Rajendra Babu: Lakireddy Balireddy College of Engineering (Autonomous) Permanently Affiliated to JNTUK, NTR District
D. Venkateswarlu: LakireddyBalireddy College of Engineering (Autonomous) Permanently Affiliated to JNTUK
D. Ratna Kishore: Lakireddy Balireddy College of Engineering (Autonomous) Permanently Affiliated to JNTUK
D. Prabhakar: Gudlavalleru Engineering College (A), Seshadri Rao Knowledge Village

Chapter 9 in Leveraging Emerging Technologies and Analytics for Empowering Humanity, Vol. 1, 2025, pp 173-192 from Springer

Abstract: Abstract Due to extensive use of social media, it become a critical instrument for the brands to establish, and enhance their brand equity. Therefore, it is essential to have specialized skills in digital marketing. This study uses both qualitative and quantitative research to look at the core aspects of the Social Media Marketing Capabilities (SMMC) and evaluate its predictive power of the Consumer-Based Brand Equity. The results demonstrate a positive association between the ability to actively participate and share the content on social media platforms, consumer-based brand equity. Nevertheless, surveillance capabilities of the social media marketing (SMM) do not exhibit major association with consumer-based brand equity. Professionals in the fields of marketing, branding, and the community management can greatly benefit from these useful insights. These insights will assist them in refining certain social media marketing (SMM) skills, enabling them to optimize their social media strategies and achieve better outcomes.

Keywords: Social media marketing; Brand equity; Marketing competencies; Business methods; Sentiment analysis; Natural language processing (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-981-96-2548-2_9

Ordering information: This item can be ordered from
http://www.springer.com/9789819625482

DOI: 10.1007/978-981-96-2548-2_9

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().