Social Media Marketing Communication: Effects on Brandy Equity and on Consumer’s Purchase Intention

Matheus Tardin; Anderson Soncini Pelissari; Luiza Dazzi Braga

doi:10.31686/ijier.vol8.iss6.2438

Authors

Matheus Tardin a:1:{s:5:"en_US";s:56:"São Paulo School of Business Administration (FGV-EAESP)";}
Anderson Soncini Pelissari Dept. of Administration (CCJE), UFES - Federal University of Espirito Santo
Luiza Dazzi Braga Dept. of Accounting (CCJE), UFES - Federal University of Espirito Santo

DOI:

https://doi.org/10.31686/ijier.vol8.iss6.2438

Keywords:

brand equity, structural equation modeling, firm generated content, user generated content, purchase intention

Abstract

The objective of this work is to evaluate the effects of firm generated content (FGC) and user generated content (UGC) on brand equity (BE) and on the consumer's purchase intention. To achieve it, the research methodological approach was quantitative, cross-section survey type. Data collection was carried out by an online survey, and 322 valid responses were obtained. The proposed model was analyzed using the Structural Equation Modeling method (PLS-SEM). The results show that both the firm generated content and the user generated content influence brand equity. The content generated by the company, however, has a greater effect and has greater power to explain brand equity than the content generated by the users. On the other hand, the direct effects of FGC and UGC on the intention to buy are not significant when the effect of brand equity is considered. Therefore, this research contributes to the theoretical framework of marketing, specifically in the areas of relationship and digital marketing, by being one of the first to assess the joint effects of the content generated by the brand and by the consumer on brand equity and purchase intention.

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