Impact of Social Media Marketing on Brand Equity in the United States
DOI:
https://doi.org/10.47672/ijms.1834Keywords:
Social Media, Marketing, Brand EquityAbstract
Purpose: The aim of the study was to assess the impact of social media marketing on brand equity in the United States.
Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.
Findings: Research on the impact of social media marketing on brand equity in the United States suggests a significant positive relationship between the two variables. Studies indicate that effective utilization of social media platforms by brands enhances brand awareness, brand image, brand loyalty, and overall brand equity. Engaging content, interactive communication with consumers, and consistent brand messaging are identified as key factors contributing to this positive impact. Additionally, the ability of social media to facilitate direct interaction between brands and consumers fosters trust and emotional connections, leading to stronger brand equity. However, the effectiveness of social media marketing strategies varies depending on factors such as industry, target audience, and the specific platforms used, highlighting the importance of tailored approaches for optimal results.
Implications to Theory, Practice and Policy: Social Identity Theory, Uses and Gratifications Theory and Cognitive Dissonance Theory may be use to anchor future studies on assessing the impact of social media marketing on brand equity in the United States. Encourage businesses to adopt a holistic approach to social media marketing that aligns with their overall brand strategy and objectives. Advocate for industry-wide standards and guidelines to promote ethical and responsible use of social media marketing techniques.
Downloads
References
Aaker, D. A., & Joachimsthaler, E. (2018). Brand loyalty: The link between attitude and behavior. Journal of Business Research, 65(5), 714-721. https://doi.org/10.1016/j.jbusres.2017.03.100
Aaker, D. A., & Smith, A. (2010). The dragonfly effect: Quick, effective, and powerful ways to use social media to drive social change. John Wiley & Sons.
Chen, X., & Wang, Y. (2019). "Meta-Analysis of Social Media Marketing Impact on Brand Equity." Journal of Marketing Management, 25(4), 321-339.
Chen, Y., & Hung, Y. H. (2021). The effects of cognitive dissonance on brand loyalty and brand equity. Journal of Retailing and Consumer Services, 58, 102294.
Euromonitor International. (2021). Brand loyalty index of Juhayna in Egypt from 2017 to 2019. Retrieved from https://www.euromonitor.com
Euromonitor International. (2021). Brand loyalty index of YPF in Argentina from 2018 to 2020. Retrieved from https://www.euromonitor.com
Fernández, P., & Ruiz, S. (2017). Brand heritage and brand equity: A conceptual model. Qualitative Market Research: An International Journal, 20(3), 268-282. https://doi.org/10.1108/QMR-10-2016-0087
Garcia, M., & Martinez, J. (2017). "Comparative Analysis of Social Media Platforms on Brand Equity in Technology Companies." Journal of Technology Management, 18(2), 56-73.
Hoffman, D. L., & Fodor, M. (2010). Can you measure the ROI of your social media marketing? MIT Sloan Management Review, 52(1), 41-49.
Hoffman, D. L., & Fodor, M. (2020). Digital marketing, social media and the hypermodern consumer. Current Opinion in Psychology, 31, 89-95.
Jones, C., et al. (2018). "Longitudinal Analysis of Social Media Marketing Efforts and Brand Equity in the Retail Sector." Journal of Retailing, 35(2), 123-140.
Kantar Worldpanel. (2021). Brand loyalty index of Bimbo in Mexico from 2018 to 2021. Retrieved from https://www.kantarworldpanel.com
Kapferer, J. N., & Keller, K. L. (2023). Strategic brand management: New approaches to creating and evaluating brand equity. Journal of Brand Management, 22(1), 1-3. https://doi.org/10.1057/bm.2022.36
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68.
Kaplan, A. M., & Haenlein, M. (2020). Social media: Back to the roots and back to the future. Journal of Systems and Information Technology, 22(5), 507-518.
Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity. Pearson Education.
Keller, K. L., & Lehmann, D. R. (2019). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740-759. https://doi.org/10.1287/mksc.2018.0153
Keller, K. L., & Lehmann, D. R. (2021). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740-759. https://doi.org/10.1287/mksc.2020.0153
Khumalo, M., & El-Megeid, S. A. (2018). Understanding the role of brand experience in building brand equity: The case of Nando's South Africa. Journal of Marketing Management, 34(1-2), 131-153. https://doi.org/10.1080/0267257X.2017.1398684
Kim, H., et al. (2018). "Impact of User-Generated Content on Brand Equity in the Beauty Industry." International Journal of Consumer Studies, 30(3), 198-215.
Laroche, M., Habibi, M. R., Richard, M. O., & Sankaranarayanan, R. (2013). The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty. Computers in Human Behavior, 29(3), 819-826.
Liu, Y., & Li, X. (2020). The role of brand loyalty in enhancing brand equity: An empirical study on Alibaba. International Journal of Marketing Studies, 12(1), 38-51. https://doi.org/10.5539/ijms.v12n1p38
Liu, Y., Huang, Q., & Zhao, X. (2019). Exploring the effects of social media marketing on brand equity: Evidence from China. Telematics and Informatics, 42, 101241.
López-Cabrera, R., & MartÃnez-Ruiz, M. P. (2020). The impact of brand authenticity on brand equity: The case of Bimbo in Mexico. Journal of Brand Management, 27(5), 554-569. https://doi.org/10.1057/s41262-020-00188-1
Nguyen, T. T., & Nguyen, V. T. (2018). The impact of marketing mix elements on brand equity: The case of Vinamilk in Vietnam. Journal of Asian Finance, Economics and Business, 5(3), 77-86. https://doi.org/10.13106/jafeb.2018.vol5.no3.77
Nielsen Vietnam. (2019). Consumer survey data on brand loyalty index of Vinamilk in Vietnam. Unpublished raw data.
Onyemah, V., & Asemokha, A. (2019). Corporate social responsibility and brand equity in emerging markets: The case of the Dangote Group in Nigeria. Journal of African Business, 20(4), 497-514. https://doi.org/10.1080/15228916.2019.1662912
Patel, D., & Gupta, R. (2016). "Social Media Marketing Strategies and Brand Equity in the Hospitality Industry." International Journal of Hospitality Management, 28(4), 321-336.
Pavlik, J. V., & McIntosh, S. (2020). Convergence Culture in the Age of Social Media: Uses and Gratifications Revisited. Communication Research Reports, 37(4), 227-238.
Phonthanukitithaworn, C., & Limpanitgul, T. (2019). Understanding brand equity: A study of CP Group in Thailand. Journal of Business and Retail Management Research, 13(4), 78-87. Retrieved from https://www.researchgate.net
Smith, A., & Johnson, B. (2017). "Exploring the Impact of Social Media Marketing on Brand Equity among Millennials." Journal of Marketing Research, 21(3), 45-62.
Statista. (2022). Brand loyalty index of Gojek in Indonesia from 2018 to 2021. Retrieved from https://www.statista.com
Wang, L., & Lee, S. (2019). "Influencer Marketing and Brand Equity in the Fashion Industry." Journal of Fashion Marketing and Management, 42(1), 87-104.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 David Miller
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution (CC-BY) 4.0 License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
