Schivinski, Bruno (2013) Effects of social media communication onbrand equity and brand purchase intention. In: Czubenko, M. (ed.) PhD Interdisciplinary Journal. Gdańsk, Poland: Gdańsk University of Technology, pp. 157-162. ISBN 9788360779248.
Abstract
The author studied the effect of two different social media communications on brand equity and brand purchase in- tention. 504 data sets were generated through a standardized online-survey and analysed with structural equation modelling. The results of the empirical study showed that both firm-created and user-generated social media communication influenced brand equity, consequently impacting brand purchase intention. This study also investigated the direct and indirect effects of social media communication on brand purchase intention. The results show that there is a partial mediation across firm-created social media communication and purchase intention; and a full me- diation across user-generated social media communication and purchase intention. This study also offers insights for brand and marketing managers.
Metadata
| Item Type: | Book Section |
|---|---|
| School: | Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School |
| Depositing User: | Bruno Schivinski |
| Date Deposited: | 09 Oct 2017 09:48 |
| Last Modified: | 02 Aug 2023 17:36 |
| URI: | https://eprints.bbk.ac.uk/id/eprint/19965 |
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