Leveraging social media-based determinants to build customer-based brand equity of a retailer

Research output: Contribution to journalArticle

Abstract

Social media is all about consumer networks and consumer relations that challenge marketers to leverage social media as a means to develop and improve their connections with consumers. Though tremendous opportunities via social media are alluring, businesses are still finding it hard to penetrate the clique of consumer interactions that are largely personal in nature. Despite the opportunities available through social media marketing activities, understanding customers and their behavior, and incorporating that information in marketing strategy formulation is critical to successful strategy implementation. This study takes a significant leap forward in this direction. Theoretically grounded in diverse fields, this study demonstrates how retailers can build customer-based brand equity using social media-based brand determinants. Using seemingly unrelated regression technique, this study examines how retailer brands can leverage consumer characteristics on social media to successfully integrate and capitalize on social media marketing activities. This research study has important implications for both marketing theory and practice.

Original languageEnglish (US)
Pages (from-to)554-575
Number of pages22
JournalInternational Review of Retail, Distribution and Consumer Research
Volume28
Issue number5
DOIs
StatePublished - Oct 20 2018

Keywords

  • Consumer engagement
  • brand equity
  • consumer responses
  • social media

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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