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

Author

Listed:
  • Bruno Schivinski

    () (Gdansk University of Technology, Gdansk, Poland)

  • Dariusz Dabrowski

    () (Gdansk University of Technology, Gdansk, Poland)

Abstract

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

Suggested Citation

  • Bruno Schivinski & Dariusz Dabrowski, 2013. "The Effect Of Social-Media Communication On Consumer Perceptions Of Brands," GUT FME Working Paper Series A 12, Faculty of Management and Economics, Gdansk University of Technology.
  • Handle: RePEc:gdk:wpaper:12
    as

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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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    References listed on IDEAS

    as
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    Cited by:

    1. repec:eee:touman:v:47:y:2015:i:c:p:58-67 is not listed on IDEAS
    2. Mohammad Hakkak & Hojjat Vahdati & Seyyed Hadi Mousavi Nejad, 2015. "Study the Role of Customer-Based Brand Equity in the Brand Personality Effect on Purchase Intention," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 5(7), pages 369-381, July.
    3. Zeynep Birce Ergor & Elif Akagun Ergin, 2016. "The Role of Social Media on Establishing Brand Value: A Content Analysis on Banks in Turkey," International Journal of Economics and Finance, Canadian Center of Science and Education, vol. 8(3), pages 97-102, March.
    4. repec:eco:journ3:2017-05-7 is not listed on IDEAS

    More about this item

    Keywords

    social-media; brand equity; brand attitude; purchase intention; Facebook;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness

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