Social media marketing activities positively impact consumer-based brand equity and continued usage intentions, with education level playing a moderating role.
Authors
Shaji Mathai, Indian Institute of Management Raipur, Raipur, India
Sushant Kumar, Indian Institute of Management Lucknow, Lucknow, India
Naman Sreen, Assistant Professor, Jindal Global Business School, O.P. Jindal Global University, Sonipat, Haryana, India
Saket Jeswani, Indian Institute of Management Sambalpur, Sambalpur, India
Summary
Purpose: Increasingly, brands are using social media to attract consumers. However, it is not clear how social media activities influence consumers. To address this, the study examines the role of social media marketing (SMM) activities on consumer-based brand equity and continued usage intentions. The study also examines the moderating role of education.
Design/methodology/approach: The study utilized consumer-based brand equity (CBBE) and stimulus organism response (SOR) theories to develop a conceptual model. SMM activities were used as stimulus, whereas continued usage intentions were used as response. Also, the study used elements of CBBE as organisms. A survey-based questionnaire approach was used to collect data from 326 consumers. The collected data were analysed using structural equation modelling.
Findings: Results indicate that SMM activities are associated with elements of CBBE. Also, elements of CBBE shape continued usage intentions of consumers. The results of the multigroup analysis suggest the differences among the three groups with respect to their education level. The study’s findings enable managers to understand CBBE and continued usage behaviour of their customers and provide guidelines to manage their SMM activities.
Originality/value: The study findings are first to empirically test the effects of SMM activities on CBBE and continued usage behaviour. The results show that the stimulus strongly shapes CBBE and their continued intention to purchase brands. The findings contribute to the literature on SMM activities, CBBE and offer novel managerial implications.
Published in: Marketing Intelligence and Planning
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