The Relationship between Social Media Marketing and Brand Equity: A Study Based on Electronic Word of Mouth as a Mediating Variable
| المصدر: | المجلة العلمية للاقتصاد والتجارة |
|---|---|
| الناشر: | جامعة عين شمس - كلية التجارة |
| المؤلف الرئيسي: | Wadie, Marina Fathy (Author) |
| مؤلفين آخرين: | Ragab, Gehan (Advisor) |
| المجلد/العدد: | ع3 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2018
|
| الشهر: | أكتوبر |
| الصفحات: | 479 - 494 |
| ISSN: |
2636-2562 |
| رقم MD: | 1066568 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Social Media Marketing | Electronic Word of Mouth | Brand Equity | Brand Awareness | Brand Association | Brand Loyalty | Brand Image | Perceived Quality
|
| رابط المحتوى: |
عدد مرات التحميل
42
| المستخلص: |
Social media marketing has emerged as the most popular and effective tool of marketing and communication. The study showed how social media marketing as (perceived information and perceived entertainment) that can build the brand equity in terms of Brand Awareness, Brand Association, Brand Loyalty, Brand Image, Perceived quality through Electronic word of mouth. The findings of the study showed that Social media marketing positively affects brand equity and Electronic word of mouth mediates the relationship between social media marketing and brand equity. Finally the study showed that the Facebook, is a key platform to build relationships with consumers and for consumers to get information about a brand and its products. The future of social media as a marketing tool is also considered. Based on this, several recommendations are developed to help managers navigate their online presence in a way that specifically suits their consumers’ internet usage patterns, in order to effectively manage available e-WOM on their brands. |
|---|---|
| ISSN: |
2636-2562 |
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