Social Media and Customer-Based Brand Equity: An Empirical Investigation in Retail Industry

Colicev, Anatoli ORCID: 0000-0002-3311-8334, Malshe, Ashwin and Pauwels, Koen (2018) Social Media and Customer-Based Brand Equity: An Empirical Investigation in Retail Industry. ADMINISTRATIVE SCIENCES, 8 (3). p. 55. ISSN 2076-3387, 2076-3387

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Official URL: https://doi.org/10.3390/admsci8030055

Abstract

<jats:p>As customer-brand engagement progressively shifts to digital domains, understanding social media effects in branding has become a vital issue. Social media effectiveness is especially important for the US retail sector due to intense competition among retailers for consumer attention and engagement on digital channels. Yet, the research on the effectiveness of social media in the retail industry remains sparse. Thus, the purpose of this paper is to investigate how social media affects US retailers’ customer-based brand equity (CBBE) which is an important indicator of brand success. Using a dataset of 15,717 retailer-day observations, the authors empirically test the dynamics between owned and earned social media and CBBE using panel vector autoregression (PVAR). The authors find strong impacts of owned and earned social media on CBBE across the board. However, they find that owned social media harms CBBE of retailers dealing in hedonic and high involvement products. Whereas owned social media helps general retailers in building CBBE, it reduces CBBE of specialty retailers.</jats:p>

Item Type:	Article
Uncontrolled Keywords:	customer-based brand equity, owned social media, earned social media, high/low involvement, utilitarian/hedonic goods, retail industry
Divisions:	Faculty of Humanities and Social Sciences Faculty of Humanities and Social Sciences > School of Management
Depositing User:	Symplectic Admin
Date Deposited:	07 Oct 2024 13:15
Last Modified:	06 Dec 2024 20:12
DOI:	10.3390/admsci8030055
Related URLs:	Author Publisher
URI:	https://livrepository.liverpool.ac.uk/id/eprint/3184915