TY - JOUR
T1 - Improving the value of the retailer brand through social media equity
AU - Mathur, Manisha
N1 - Publisher Copyright:
© 2020, Springer Nature Limited.
PY - 2020/9/1
Y1 - 2020/9/1
N2 - The overall brand value depends on customers’ subjective evaluation beyond the objective brand valuation. Social media, a critical component in subjective evaluation, has led to a transformation in brand advertising strategies that require increased emphasis on social media marketing to strengthen the brand. However, little attention has been given to assess brand value attributed to social media marketing—a key strategic component that has high managerial consequence. The purpose of this study is to establish key drivers and measures of social media equity—an essential aspect of a brand’s value, particularly in the evolving landscape of social media brand management. Theoretically grounded in social influence theory and social capital theory, this study establishes psychological and social drivers of the retailer brand’s social media equity. The paper, therefore, accommodates roles of psychological-, social-, and strategic-level factors, which encompass an effective social media marketing strategy. This study offers implications that significantly advance the theoretical and managerial literature on social media brand management for the retail industry.
AB - The overall brand value depends on customers’ subjective evaluation beyond the objective brand valuation. Social media, a critical component in subjective evaluation, has led to a transformation in brand advertising strategies that require increased emphasis on social media marketing to strengthen the brand. However, little attention has been given to assess brand value attributed to social media marketing—a key strategic component that has high managerial consequence. The purpose of this study is to establish key drivers and measures of social media equity—an essential aspect of a brand’s value, particularly in the evolving landscape of social media brand management. Theoretically grounded in social influence theory and social capital theory, this study establishes psychological and social drivers of the retailer brand’s social media equity. The paper, therefore, accommodates roles of psychological-, social-, and strategic-level factors, which encompass an effective social media marketing strategy. This study offers implications that significantly advance the theoretical and managerial literature on social media brand management for the retail industry.
KW - Brand equity
KW - Brand social capital
KW - Brand value
KW - Social media
UR - http://www.scopus.com/inward/record.url?scp=85083879381&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85083879381&partnerID=8YFLogxK
U2 - 10.1057/s41262-020-00195-6
DO - 10.1057/s41262-020-00195-6
M3 - Article
AN - SCOPUS:85083879381
SN - 1350-231X
VL - 27
SP - 508
EP - 530
JO - Journal of Brand Management
JF - Journal of Brand Management
IS - 5
ER -