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SNS marketing activities as a sustainable competitive advantage and traditional market equity

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  • Wang, Huanzhang
  • Ko, Eunju
  • Woodside, Arch
  • Yu, Jihye

Abstract

This study investigated whether social networking site (SNS) marketing activities are helpful in improving sales in traditional markets. For this purpose, we applied customer equity drivers (value equity, brand equity, and relationship equity) to test whether SNS marketing activities improve the overall customer outcome. The influences of customer equity drivers on customer loyalty intention and traditional market future performance were tested. The results showed that SNS marketing activities help to improve customer equity and customer equity improves customer loyalty intention and future sales.

Suggested Citation

  • Wang, Huanzhang & Ko, Eunju & Woodside, Arch & Yu, Jihye, 2021. "SNS marketing activities as a sustainable competitive advantage and traditional market equity," Journal of Business Research, Elsevier, vol. 130(C), pages 378-383.
    • Handle: RePEc:eee:jbrese:v:130:y:2021:i:c:p:378-383
    DOI: 10.1016/j.jbusres.2020.06.005
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    References listed on IDEAS

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    3. Kejun Lin & Wenbin Du & Shixin Yang & Chang Liu & Sanggyun Na, 2023. "The Effects of Social Media Communication and e-WOM on Brand Equity: The Moderating Roles of Product Involvement," Sustainability, MDPI, vol. 15(8), pages 1-19, April.
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    5. Ozge Yasar & Tulay Korkusuz Polat, 2022. "A Fuzzy-Based Application for Marketing 4.0 Brand Perception in the COVID-19 Process," Sustainability, MDPI, vol. 14(24), pages 1-22, December.
    6. Sangmook Lee & Gumkwang Bae & Hyojin Kim, 2021. "A Study on the Sustainable Use Intention of Restaurant Companies Using the Information Attributes of SNS: The Dual Process Theory," Sustainability, MDPI, vol. 13(22), pages 1-18, November.

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