The impact of social media marketing activities constructs on brand equity constructs in a developing economy market

Social media are today's essential marketing tools. This study investigates the relationship between the constructs of social media marketing activities (SMMA): entertainment, interaction, and trendiness with constructs of brand equity: brand awareness, and brand image. The quantitative method was used to investigate bottled water brands in Bosnia and Herzegovina, on a sample of 344 respondents, who are also users of social media and consumers of bottled water. Moreover, exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) was executed to assess the reliability of the scales, while structural equation modelling (SEM) was used to evaluate the projected research hypotheses. The results reveal a significant positive influence of trendiness on brand awareness and brand image, while a significant negative influence of interaction on brand awareness and brand image. The study helps deepen the literature in the field of social media and brand equity and helps companies justify financing in social media marketing. Research in other countries, cultures, and industries may yield different results.