Interestingly, co-creation behavior did not moderate the relationship between perceived social media marketing activities and brand experience

Social media marketing activities on brand equity

Kian Yeik, Koay*, Sunway University and Monash University, koaydarren@hotmail.com Derek Lai-Teik, Ong, Sunway University, dereko@sunway.edu.my

Kim Leng, Khoo, Sunway University, kimberleyk@sunway.edu.my Hui Jing, Yeoh, Sunway University, kimberleyy@sunway.edu.my

Abstract:

This study investigates the influence of perceived social media marketing activities on consumer-based brand equity, mainly predicated on the S-O-R model. In addition, brand experience is tested as a mediator between perceived social media marketing activities and consumer-based brand equity, where the moderating effects of co-creation behavior are tested on the relationship between perceived social media marketing activities and brand experience.

A structured survey questionnaire was distributed to university students and a total of 253 valid responses were obtained. Hypotheses were tested by employing partial least squares structural equation modelling (PLS-SEM). The results indicated that perceived social media marketing activities have a significant positive influence on consumer-based brand equity. In addition, brand experience was found to mediate the relationship between perceived social media marketing activities and consumer-based brand equity. Interestingly, co-creation behavior did not moderate the relationship between perceived social media marketing activities and brand experience.

Keywords: perceived social media marketing; consumer-based brand equity; brand experience

542 ANZMAC Conference 2019 | Proceedings