Indian Journal of Marketing

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Influence of Social Media Marketing Efforts on Brand Equity and Consumer Response to Branded Shoes in India


Affiliations
1 Professor of Marketing, Rajagiri School of Management, Rajagiri College of Social Sciences, Mahatma Gandhi University, Rajagiri Valley, Kakkanad, Cochin - 682 039, Kerala, India
     

   Subscribe/Renew Journal


The purpose of the study was to provide a framework that depicted how social media marketing activities influenced brand equity and consumer preference and response towards branded shoes in India. The study’s primary aim was to examine the influence of social media marketing activities on consumers’ responses through brand equity creation. The theoretical framework conceived for the study was tested using primary data collected from consumers who were using branded luxury shoes aged between 18 – 50 years in the state of Kerala. Partial least squares method and structural equation modeling were employed to analyze the data. The results validated that entertainment, trendiness, word-of-mouth, and interaction significantly impacted social media marketing efforts. Brand awareness, brand image, perceived quality, and brand association also significantly contributed to brand equity. The willingness to pay a premium price, brand preferences, and brand loyalty positively impacted consumer response behaviour. The derived model elaborately substantiated that the social media efforts influenced brand equity, which mediated preferential customer response, brand choice, and brand loyalty.

Keywords

Social Media Marketing, Brand Equity, Consumer Response, Consumer Preference, Brand Loyalty.

Paper Submission Date : April 17, 2020 ; Paper Sent Bck for Revision : December 15, 2020 ; Paper Acceptance Date : April 10, 2021 ; Paper Published Online : September 20, 2021.

User
Subscription Login to verify subscription
Notifications
Font Size

  • Aaker, D. A. (1996). Building strong brands. Free Press.

  • Agichtein, E., Castillo, C., Donato, D., Gionis, A., & Mishne, G. (2008). Finding high-quality content in social media. Proceedings of the 2008 International Conference on Web Search and Web Data Mining - WSDM ’08. https://doi.org/10.1145/1341531.1341557

  • Baron, R.M., & Kenny, D.A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182. https://doi.org/10.1037//0022-3514.51.6.1173

  • Chen, T. - Y., Yeh, T. - L., & Jheng, W. - S. (2013). Factors influencing brand association. African Journal of Business Management, 7(19), 1914–1926. https://doi.org/10.5897/AJBM11.2462

  • Cheung, M. L., Pires, G., & Rosenberger III, P. J. (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695–720. https://doi.org/10.1108/APJML-04-2019-0262

  • Davcik, N. S., Vinhas da Silva, R., & Hair, J. F. (2015). Towards a unified theory of brand equity: Conceptualizations, taxonomy and avenues for future research. Journal of Product & Brand Management, 24(1), 3–17. https://doi.org/10.1108/JPBM-06-2014-0639

  • Dichter, E. (1985). What’s in an image. Journal of Consumer Marketing, 2(1), 75–81. https://doi.org/10.1108/eb038824

  • Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behaviour. Journal of Business Research, 69(12), 5833–5841. https://doi.10.1016/j.jbusres.2016.04.181

  • Gulzar, A., & Maqbool, M. (2018). Impact of social media marketing on consumer buying behaviour - A study. Research Review International Journal of Multidisciplinary, 03(06), 219–222.

  • Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. The Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202

  • Hansopaheluwakan, S., Polla, J. R., Kristiyanto, J., Prabowo, H., Hamsal, M., & Lukmanto, B. (2020). The influence of social media marketing, website quality, e-wom, and perceived value on the purchase intention (Case study: PT. Vita Nova Atletik’s local brand sports shoes). Paper presented at the Proceedings of 2020 International Conference on Information Management and Technology (ICIMTech) 2020, 916–921. https://doi.org/10.1109/ICIMTech50083.2020.9211187

  • Jibril, A. B., Kwarteng, M. A., Chovancova, M., & Pilik, M. (2019). The impact of social media on consumer - brand loyalty: A mediating role of online based-brand community. Cogent Business & Management, 6(1), 1–19. https://doi.org/10.1080/23311975.2019.1673640

  • Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003

  • Keller, K. L. (2008). Strategic brand management. Pearson Prentice Hall.

  • Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014

  • Kwahk, K.-Y., & Ge, X. (2012). The effects of social media on E-commerce: A perspective of social impact theory. 2012 45th Hawaii International Conference on System Sciences, 2012, 1814–1823. https://doi.org/10.1109/HICSS.2012.564

  • Ligas, M., & Chaudhuri, A. (2012). The moderating roles of shopper experience and store type on the relationship between perceived merchandise value and willingness to pay a higher price. Journal of Retailing and Consumer Services, 19(2), 249–258. https://doi.org/10.1016/j.jretconser.2012.01.006 18) Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs. International Journal of Advertising, 30(1), 13–46. https://doi.org/10.2501/IJA-30-1-013-046

  • Nyffenegger, B., Krohmer, H., Hoyer, W. D., & Malaer, L. (2014). Service brand relationship quality : Hot or cold ? Journal of Service Research, 18(1), 90–106. https://doi.org/10.1177%2F1094670514547580

  • Padival, A., Michael, L. K., & Hebbar, S. (2019). Consumer perception towards social media advertisements: A study done in a semi-urban city of South India. Indian Journal of Marketing, 49(2), 38–51. https://doi.org/10.17010/ijom/2019/v49/i2/141582

  • Pawar, P. A., & Raut, U. (2019). Analyzing the role of brand relationship dimensions in the development of a brand community. Indian Journal of Marketing, 49(7), 7–18. https://doi.org/10.17010/ijom/2019/v49/i7/145401

  • Rao, K. S., & Rao, B. (2019). Examining eWOM credibility–Consumer purchase intention relationship in Facebook: A mediation analysis. Indian Journal of Marketing, 49(8), 7–22. https://doi.org/10.17010/ijom/2019/v49/i8/146169

  • Robul, Y. V., Hrinchenko, Y. L., & Zalubinska, L. M. (2019). Social media marketing influence on brand equity and impact on intention to buy in fashion marketing. Economic Innovations, 21(1), 146–159. https://doi.org/10.31520/ei.2019.21.1(70)

  • Seo, E. - J., & Park, J. - W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36–41. https://doi.org/10.1016/j.jairtraman.2017.09.014

  • Šerić, M., & Gil-Saura, I. (2012). ICT, IMC, and brand equity in high-quality hotels of Dalmatia: An analysis from guest perceptions. Journal of Hospitality Marketing & Management, 21(8), 821–851. https://doi.org/10.1080/19368623.2012.633211

  • Sreejesh, S., Paul, J., Strong, C., & Pius, J. (2020). Consumer response towards social media advertising: Effect of media interactivity, its conditions and the underlying mechanism. International Journal of Information Management, 54, 102155. https://doi.org/10.1016/j.ijinfomgt.2020.102155

  • Stojanovic, I., Andreu, L., & Curras-Perez, R. (2018). Effects of the intensity of use of social media on brand equity : An empirical study in a tourist destination. European Journal of Management and Business Economics, 27(1), 83–100. https://doi.org/10.1108/EJMBE-11-2017-0049

  • Tran, T. K., Nguyen, V. P., Trinh, V.A., Nguyen, T.M., Tran, V.D., & Do, T.S. (2020). The influence of brand equity on consumer responses toward Cho Gao dragon fruits brand. Ho Chi Minh City Open University Journal of Science, 10(1), 18–36. https://DOI.10.46223/HCMCOUJS. econ.en.10.1.217.2020

  • Van Osselaer, S. M., & Janiszewski, C. (2001). Two ways of learning brand associations. Journal of Consumer Research, 28(2), 202–223. https://doi.org/10.1086/322898

  • Zhu, Y.-Q., & Chen, H.-G. (2015). Social media and human need satisfaction: Implications for social media marketing. Business Horizons, 58(3), 335–345. https://doi.org/10.1016/j.bushor.2015.01.006

  • Ziyadin, S., Doszhan, R., Borodin, A., Omarova, A., &Ilyas, A. (2019). The role of social media marketing in consumer behaviour. E3S Web of Conferences, 135(2), 1–9. https://doi.org/10.1051/e3sconf/201913504022


Abstract Views: 192

PDF Views: 1




  • Influence of Social Media Marketing Efforts on Brand Equity and Consumer Response to Branded Shoes in India

Abstract Views: 192  |  PDF Views: 1

Authors

P. Balakrishnan Menon
Professor of Marketing, Rajagiri School of Management, Rajagiri College of Social Sciences, Mahatma Gandhi University, Rajagiri Valley, Kakkanad, Cochin - 682 039, Kerala, India

Abstract


The purpose of the study was to provide a framework that depicted how social media marketing activities influenced brand equity and consumer preference and response towards branded shoes in India. The study’s primary aim was to examine the influence of social media marketing activities on consumers’ responses through brand equity creation. The theoretical framework conceived for the study was tested using primary data collected from consumers who were using branded luxury shoes aged between 18 – 50 years in the state of Kerala. Partial least squares method and structural equation modeling were employed to analyze the data. The results validated that entertainment, trendiness, word-of-mouth, and interaction significantly impacted social media marketing efforts. Brand awareness, brand image, perceived quality, and brand association also significantly contributed to brand equity. The willingness to pay a premium price, brand preferences, and brand loyalty positively impacted consumer response behaviour. The derived model elaborately substantiated that the social media efforts influenced brand equity, which mediated preferential customer response, brand choice, and brand loyalty.

Keywords


Social Media Marketing, Brand Equity, Consumer Response, Consumer Preference, Brand Loyalty.

Paper Submission Date : April 17, 2020 ; Paper Sent Bck for Revision : December 15, 2020 ; Paper Acceptance Date : April 10, 2021 ; Paper Published Online : September 20, 2021.


References





DOI: https://doi.org/10.17010/ijom%2F2021%2Fv51%2Fi9%2F166162