SNS marketing activities as a sustainable competitive advantage and traditional market equity

Huanzhang Wang, Eunju Ko, Arch Woodside and Jihye Yu

Journal of Business Research, 2021, vol. 130, issue C, 378-383

Abstract: This study investigated whether social networking site (SNS) marketing activities are helpful in improving sales in traditional markets. For this purpose, we applied customer equity drivers (value equity, brand equity, and relationship equity) to test whether SNS marketing activities improve the overall customer outcome. The influences of customer equity drivers on customer loyalty intention and traditional market future performance were tested. The results showed that SNS marketing activities help to improve customer equity and customer equity improves customer loyalty intention and future sales.

Keywords: SNS marketing activities; Traditional market; Customer equity; Loyalty; Repurchase (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:130:y:2021:i:c:p:378-383

DOI: 10.1016/j.jbusres.2020.06.005

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