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The Effect Of Social-Media Communication On Consumer Perceptions Of Brands

  • Bruno Schivinski

    ()

    (Gdansk University of Technology, Gdansk, Poland)

  • Dariusz Dabrowski

    ()

    (Gdansk University of Technology, Gdansk, Poland)

Researchers and brand managers have limited understanding of the effects of firm-created and user-generated social media communication on brand equity, brand attitude, and purchase intention. Thus, we investigated 504 Facebook users using a standardized online survey across Poland. To test the proposed model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing, and mobile operators. In the data analysis, we applied the structural equation modeling technique. The results of our empirical studies showed that user-generated social media communication had a positive influence on brand equity and brand attitude. In addition, the analysis indicated that firm-created social media communication affected only brand attitude. Both brand equity and brand attitude showed a positive influence on purchase intention. Moreover, measurement invariance was assessed using a multi-group structural modeling equation. The findings revealed that the proposed model was invariant across the researched industries

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File URL: ftp://ftp.zie.pg.gda.pl/RePEc/gdk/wpaper/WP_GUTFME_A_12_SchivinskiDabrowski.pdf
File Function: First version, 2013
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Paper provided by Faculty of Management and Economics, Gdansk University of Technology in its series GUT FME Working Paper Series A with number 12.

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Date of creation: Jun 2013
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Handle: RePEc:gdk:wpaper:12
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  1. Carol J. Simon & Mary W. Sullivan, 1993. "The Measurement and Determinants of Brand Equity: A Financial Approach," Marketing Science, INFORMS, vol. 12(1), pages 28-52.
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  11. Shukla, Paurav, 2011. "Impact of interpersonal influences, brand origin and brand image on luxury purchase intentions: Measuring interfunctional interactions and a cross-national comparison," Journal of World Business, Elsevier, vol. 46(2), pages 242-252, April.
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  13. Bruno Schivinski & Dariusz Dabrowski, 2013. "The Impact of Brand Communication on Brand Equity Dimensions and Brand Purchase Intention Through Facebook," GUT FME Working Paper Series A 4, Faculty of Management and Economics, Gdansk University of Technology.
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