Social Media Advertising and Brand Image: Unraveling the Mystery Box

Faheem Ahmad Khan, Arslan Ahmad Siddiqi, Muhammad Umer Quddoos, Mazhar Iqbal and Muhammad Adeel
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Faheem Ahmad Khan: Assistant Professor, Department of Management Sciences, COMSATS University Islamabad, Wah Campus, Pakistan
Arslan Ahmad Siddiqi: General Manager, Institute of Industrial and Control System, Karachi, Pakistan
Muhammad Umer Quddoos: Assistant Professor, Assistant Professor, Department of Commerce, Bahauddin Zakariya University, Multan, Pakistan
Mazhar Iqbal: Lecturer, Department of Commerce, Bahauddin Zakariya University, Multan, Pakistan
Muhammad Adeel: MS Scholar, Department of Commerce and Finance, Government College University, Lahore, Punjab, Pakistan

Bulletin of Business and Economics (BBE), 2023, vol. 12, issue 4, 399-408

Abstract: The emergence of social media applications has opened up new avenues for firms to establish digital connections with their consumers, with a particular emphasis on creating personalized advertising on social media platforms. It is crucial to ensure proper synchronization of content used for advertising on these platforms. The current study focuses on the theoretical model that elucidates how social media advertising contributes to the development of robust brand-related images on social media platforms. Prior research shows that advertising has a significant impact on brand image. Hence, it is essential to discover how this relationship works in terms of social media advertising and how the attitude toward advertising mediates the relationship. This study employed a quantitative research approach. Data were obtained using the convenience sampling method from a sample of 325 respondents. Statistical Package for the Social Sciences (SPSS) version 22.0 and Smart PLS 4.0 were used for the data analysis. The study concluded that social media advertising has a direct effect on brand image and attitude towards advertising acts as a mediating role between advertising and brand image. Also, brand image has a direct effect on brand equity. The results provided several practical implications in understanding the underlying process of creating an effective social media advertising campaign that will impact the formation of consumers’ attitudes toward advertising and brand image, eventually leading to brand equity.

Keywords: Social media advertising; Brand Image; Brand Equity; Attitude towards ad; Mobile phone industry (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:rfh:bbejor:v:12:y:2023:i:4:p:399-408

DOI: 10.61506/01.00139

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