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Examining the Effect of Social Media Communication on Brand Equity Creation

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Examining the Effect of Social Media Communication on Brand Equity Creation

He, Yang (2016) Examining the Effect of Social Media Communication on Brand Equity Creation. Masters thesis, Concordia University.

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Abstract

This research examines the effects of social media communication on brand equity creation. It focuses on the differential effects of firm-generated content versus user-generated content on consumer-based brand equity dimensions (brand awareness, associations, and image), brand attitude, and purchase intentions in a social media context, and investigates the moderating role of brand type (i.e., hedonic or utilitarian brand). Results of a study involving adult consumers suggest that firm-generated content positively and significantly relates to brand awareness, brand associations and brand image, whereas user-generated content positively and significantly relates to brand associations and brand image. The moderation results did not support expected effects. This research sheds new lights in the online marketing literature and social media marketing practice.

Divisions:Concordia University > John Molson School of Business > Marketing
Item Type:Thesis (Masters)
Refereed:No
Authors:He, Yang
Institution:Concordia University
Degree Name:M. Sc.
Program:Administration (Marketing option)
Date:11 January 2016
Thesis Supervisor(s):Grohmann, Bianca
Keywords:Social media, Brand equity
ID Code:980798
Deposited By: YANG HE
Deposited On:17 Jun 2016 14:53
Last Modified:18 Jan 2018 17:52
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