How Social Media Impacts Brand Value: The Mediating Role of Customer Satisfaction
The growing popularity of social media platforms has increased brand investments in social media marketing. However, it is not clear whether and how social media marketing leads to the creation of value for consumers and brands; therefore, we investigate how marketer and user-generated content on so...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Asociación de Directivos Superiores de Administración, Negocios o Empresariales de Chile A.G. (ASFAE)
2020-07-01
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| Series: | Multidisciplinary Business Review |
| Subjects: | |
| Online Access: | https://journalmbr.net/index.php/mbr/article/view/531 |
| _version_ | 1818387324396896256 |
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| author | Anatoli Colicev Pete O’Connor |
| author_facet | Anatoli Colicev Pete O’Connor |
| author_sort | Anatoli Colicev |
| collection | DOAJ |
| description | The growing popularity of social media platforms has increased brand investments in social media marketing. However, it is not clear whether and how social media marketing leads to the creation of value for consumers and brands; therefore, we investigate how marketer and user-generated content on social media affects consumer and brand metrics. Based on the marketing productivity chain, we propose that customer satisfaction, a leading consumer metric, mediates the link between social media content and brand value. To test such assertions, we use a sample of 87 brands from 17 industries and collect a unique dataset that combines social media data from Facebook, Twitter, and YouTube with customer satisfaction, brand value, and advertising expenses. We find that user-generated content has a stronger effect on customer satisfaction than marketer-generated content. We also find that YouTube is the most effective platform for user generated content. Interestingly, we find that the effects of marketer-generated content depend on the brand’s corporate reputation. In other words, more reputable brands can leverage their marketer-generated content more effectively. |
| first_indexed | 2024-12-14T04:08:08Z |
| format | Article |
| id | doaj.art-792f9d5cbc3749a9a26ace2321d15e1f |
| institution | Directory Open Access Journal |
| issn | 0718-400X 0718-3992 |
| language | English |
| last_indexed | 2024-12-14T04:08:08Z |
| publishDate | 2020-07-01 |
| publisher | Asociación de Directivos Superiores de Administración, Negocios o Empresariales de Chile A.G. (ASFAE) |
| record_format | Article |
| series | Multidisciplinary Business Review |
| spelling | doaj.art-792f9d5cbc3749a9a26ace2321d15e1f2022-12-21T23:17:45ZengAsociación de Directivos Superiores de Administración, Negocios o Empresariales de Chile A.G. (ASFAE)Multidisciplinary Business Review0718-400X0718-39922020-07-0113110.35692/07183992.13.1.8How Social Media Impacts Brand Value: The Mediating Role of Customer SatisfactionAnatoli Colicev0Pete O’Connor1Bocconi University, Department of MarketingUniversity of South AustraliaThe growing popularity of social media platforms has increased brand investments in social media marketing. However, it is not clear whether and how social media marketing leads to the creation of value for consumers and brands; therefore, we investigate how marketer and user-generated content on social media affects consumer and brand metrics. Based on the marketing productivity chain, we propose that customer satisfaction, a leading consumer metric, mediates the link between social media content and brand value. To test such assertions, we use a sample of 87 brands from 17 industries and collect a unique dataset that combines social media data from Facebook, Twitter, and YouTube with customer satisfaction, brand value, and advertising expenses. We find that user-generated content has a stronger effect on customer satisfaction than marketer-generated content. We also find that YouTube is the most effective platform for user generated content. Interestingly, we find that the effects of marketer-generated content depend on the brand’s corporate reputation. In other words, more reputable brands can leverage their marketer-generated content more effectively.https://journalmbr.net/index.php/mbr/article/view/531Social media marketinguser-generated contentmarketer-generated contentbrand valuecustomer satisfactioncorporate reputation |
| spellingShingle | Anatoli Colicev Pete O’Connor How Social Media Impacts Brand Value: The Mediating Role of Customer Satisfaction Multidisciplinary Business Review Social media marketing user-generated content marketer-generated content brand value customer satisfaction corporate reputation |
| title | How Social Media Impacts Brand Value: The Mediating Role of Customer Satisfaction |
| title_full | How Social Media Impacts Brand Value: The Mediating Role of Customer Satisfaction |
| title_fullStr | How Social Media Impacts Brand Value: The Mediating Role of Customer Satisfaction |
| title_full_unstemmed | How Social Media Impacts Brand Value: The Mediating Role of Customer Satisfaction |
| title_short | How Social Media Impacts Brand Value: The Mediating Role of Customer Satisfaction |
| title_sort | how social media impacts brand value the mediating role of customer satisfaction |
| topic | Social media marketing user-generated content marketer-generated content brand value customer satisfaction corporate reputation |
| url | https://journalmbr.net/index.php/mbr/article/view/531 |
| work_keys_str_mv | AT anatolicolicev howsocialmediaimpactsbrandvaluethemediatingroleofcustomersatisfaction AT peteoconnor howsocialmediaimpactsbrandvaluethemediatingroleofcustomersatisfaction |