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

Impact of social media activity outcomes on brand equity

Jeen-Su Lim (Department of Marketing and International Business, University of Toledo, Toledo, Ohio, USA)
Phuoc Pham (Department of Business and Public Management, College of Business and Public Affairs, West Chester University, West Chester, Pennsylvania, USA)
John H. Heinrichs (Department of Management and Information Systems, Wayne State University, Detroit, Michigan, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 12 February 2020

Issue publication date: 20 October 2020

4508

Abstract

Purpose

Firms are increasingly using social media platforms to engage with individuals, as it is recognized that a firm’s social media activity outcomes, such as number of user comments, followers or likes, impact brand equity. This study aims to evaluate both the extent that these social media activity outcomes relate to brand equity and the classification of firms which benefit from the various types of social media activity outcomes.

Design/methodology/approach

This study identifies various components of social media activity and then captures specific social media activity outcomes for Fortune 500 firms. This study then performs a hierarchical regression analysis to assess the impact of the various social media activity outcomes on brand equity.

Findings

The results show significant relationships of social media activity outcomes with brand equity. The activity outcome measures of social networking and content communities platform are significantly related to a firm’s brand equity. This study also found that the social media activity outcome levels of various types of social media platforms are contingent upon a firm’s brand country of origin and industry classification type.

Practical implications

The results help firms gain a clearer view of potential applications of social media platforms, thus improving their understanding of the impact of social media. This study can enhance social media strategy and design tactics to improve brand equity. The findings can also guide firms in evaluating which social media activity outcomes enhance brand equity.

Originality/value

The results highlight that activity outcomes in a firm’s selected content communities platform and social networking platform are related to brand equity.

Keywords

Citation

Lim, J.-S., Pham, P. and Heinrichs, J.H. (2020), "Impact of social media activity outcomes on brand equity", Journal of Product & Brand Management, Vol. 29 No. 7, pp. 927-937. https://doi.org/10.1108/JPBM-03-2019-2298

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

Related articles