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THE EFFECT OF SOCIAL-MEDIA COMMUNICATION ON CONSUMER PERCEPTIONS OF BRANDS

Bruno Schivinski and Dariusz D¹browski ()
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Dariusz D¹browski: Gdansk University of Technology, Gdansk, Poland

No 12, GUT FME Working Paper Series A from Faculty of Management and Economics, Gdansk University of Technology

Abstract: Researchers and brand managers have limited understanding of the effects of firm-created and user-generated social media communication on brand equity, brand attitude, and purchase intention. Thus, we investigated 504 Facebook users using a standardized online survey across Poland. To test the proposed model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing, and mobile operators. In the data analysis, we applied the structural equation modeling technique. The results of our empirical studies showed that user-generated social media communication had a positive influence on brand equity and brand attitude. In addition, the analysis indicated that firm-created social media communication affected only brand attitude. Both brand equity and brand attitude showed a positive influence on purchase intention. Moreover, measurement invariance was assessed using a multi-group structural modeling equation. The findings revealed that the proposed model was invariant across the researched industries

Keywords: social-media; brand equity; brand attitude; purchase intention; Facebook (search for similar items in EconPapers)
JEL-codes: D83 M31 M39 (search for similar items in EconPapers)
Date: 2013-06
New Economics Papers: this item is included in nep-cul, nep-ipr, nep-pr~ and nep-mkt
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