To read the full version of this content please select one of the options below:

Perceived social media marketing activities and consumer-based brand equity : Testing a moderated mediation model

Kian Yeik Koay (Department of Marketing, Sunway University, Subang Jaya, Malaysia) (School of Buisness, Monash University - Malaysia, Subang Jaya, Malaysia)
Derek Lai Teik Ong (Department of Marketing, Sunway University, Subang Jaya, Malaysia)
Kim Leng Khoo (Department of Marketing, Sunway University, Subang Jaya, Malaysia)
Hui Jing Yeoh (Department of Marketing, Sunway University, Subang Jaya, Malaysia)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 19 February 2020

Abstract

Purpose

The purpose of this research is to investigate the influence of perceived social media marketing activities on consumer-based brand equity, mainly predicated on the S-O-R model. Furthermore, brand experience is tested as a mediator of the relationship between perceived social media marketing activities and consumer-based brand equity, whereas co-creation behaviour is also examined as a moderator on the relationship between perceived social media marketing activities and brand experience.

Design/methodology/approach

A structured survey questionnaire was developed and distributed to social media users from a large private university in Malaysia. A total of 253 valid responses were obtained. Hypotheses were tested employing partial least squares structural equation modelling (PLS-SEM).

Findings

The results indicated that perceived social media marketing activities have a significant positive influence on consumer-based brand equity. In addition, brand experience mediates the relationship between perceived social media marketing activities and consumer-based brand equity. Surprisingly, co-creation behaviour was found to have no moderating effect on the relationship between perceived social media marketing activities and brand experience. Furthermore, using the PROCESS macro, we found that the indirect effect of perceived social media marketing activities on consumer-based brand equity through brand experience is not moderated by co-creation behaviour.

Originality/value

This research further extended the current knowledge by demonstrating that the influence of perceived social media marketing activities on consumer-based brand equity is mediated by brand experience. Also, this research utilised the strength of PLS–SEM in dealing with higher-order constructs, allowing us to develop and test a parsimonious model that is useful for practitioners.

Keywords

Citation

Koay, K.Y., Ong, D.L.T., Khoo, K.L. and Yeoh, H.J. (2020), "Perceived social media marketing activities and consumer-based brand equity : Testing a moderated mediation model", Asia Pacific Journal of Marketing and Logistics, Vol. 33 No. 1, pp. 53-72. https://doi.org/10.1108/APJML-07-2019-0453

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited