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.