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Abstract
Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the impact of firm-created and user-generated (UG) social media communication on brand equity (BE), brand attitude (BA) and purchase intention (PI) by using a standardized online survey throughout Poland. To test the conceptual model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing and mobile network operators. When analyzing the data, we applied the structural equation modeling technique to both investigate the interplay of firm-created and user-generated social media communication and examine industry-specific differences. The results of the empirical studies showed that user-generated social media communication had a positive influence on both brand equity and brand attitude, whereas firm-created social media communication affected only brand attitude. Both brand equity and brand attitude were shown to have a positive influence on purchase intention. In addition, we assessed measurement invariance using a multi-group structural modeling equation. The findings revealed that the proposed measurement model was invariant across the researched industries. However, structural path differences were detected across the models.
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- Category:
- Articles
- Type:
- publikacja w in. zagranicznym czasopiśmie naukowym (tylko język obcy)
- Published in:
-
Journal of Marketing Communications
no. 22,
edition 2,
pages 189 - 214,
ISSN: 1352-7266 - Language:
- English
- Publication year:
- 2016
- Bibliographic description:
- Schivinski B., Dąbrowski D.. The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 2016, Vol. 22, iss. 2, s.189-214
- DOI:
- Digital Object Identifier (open in new tab) 10.1080/13527266.2013.871323
- Verified by:
- Gdańsk University of Technology
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