Social Media and Customer-Based Brand Equity: An Empirical Investigation in Retail Industry
As customer-brand engagement progressively shifts to digital domains, understanding social media effects in branding has become a vital issue. Social media effectiveness is especially important for the US retail sector due to intense competition among retailers for consumer attention and engagement...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2018-09-01
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| Series: | Administrative Sciences |
| Subjects: | |
| Online Access: | http://www.mdpi.com/2076-3387/8/3/55 |
| _version_ | 1811217761039286272 |
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| author | Anatoli Colicev Ashwin Malshe Koen Pauwels |
| author_facet | Anatoli Colicev Ashwin Malshe Koen Pauwels |
| author_sort | Anatoli Colicev |
| collection | DOAJ |
| description | As customer-brand engagement progressively shifts to digital domains, understanding social media effects in branding has become a vital issue. Social media effectiveness is especially important for the US retail sector due to intense competition among retailers for consumer attention and engagement on digital channels. Yet, the research on the effectiveness of social media in the retail industry remains sparse. Thus, the purpose of this paper is to investigate how social media affects US retailers’ customer-based brand equity (CBBE) which is an important indicator of brand success. Using a dataset of 15,717 retailer-day observations, the authors empirically test the dynamics between owned and earned social media and CBBE using panel vector autoregression (PVAR). The authors find strong impacts of owned and earned social media on CBBE across the board. However, they find that owned social media harms CBBE of retailers dealing in hedonic and high involvement products. Whereas owned social media helps general retailers in building CBBE, it reduces CBBE of specialty retailers. |
| first_indexed | 2024-04-12T06:59:51Z |
| format | Article |
| id | doaj.art-f40f589f739c42e4adad122ec0b7a372 |
| institution | Directory Open Access Journal |
| issn | 2076-3387 |
| language | English |
| last_indexed | 2024-04-12T06:59:51Z |
| publishDate | 2018-09-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Administrative Sciences |
| spelling | doaj.art-f40f589f739c42e4adad122ec0b7a3722022-12-22T03:43:02ZengMDPI AGAdministrative Sciences2076-33872018-09-01835510.3390/admsci8030055admsci8030055Social Media and Customer-Based Brand Equity: An Empirical Investigation in Retail IndustryAnatoli Colicev0Ashwin Malshe1Koen Pauwels2Department of Marketing, Bocconi University, 20100 Milano, ItalyDepartment of Marketing, The University of Texas at San Antonio, San Antonio, TX 78249, USASchool of Business, Northeastern University, Boston, MA 02115, USAAs customer-brand engagement progressively shifts to digital domains, understanding social media effects in branding has become a vital issue. Social media effectiveness is especially important for the US retail sector due to intense competition among retailers for consumer attention and engagement on digital channels. Yet, the research on the effectiveness of social media in the retail industry remains sparse. Thus, the purpose of this paper is to investigate how social media affects US retailers’ customer-based brand equity (CBBE) which is an important indicator of brand success. Using a dataset of 15,717 retailer-day observations, the authors empirically test the dynamics between owned and earned social media and CBBE using panel vector autoregression (PVAR). The authors find strong impacts of owned and earned social media on CBBE across the board. However, they find that owned social media harms CBBE of retailers dealing in hedonic and high involvement products. Whereas owned social media helps general retailers in building CBBE, it reduces CBBE of specialty retailers.http://www.mdpi.com/2076-3387/8/3/55customer-based brand equityowned social mediaearned social mediahigh/low involvementutilitarian/hedonic goodsretail industry |
| spellingShingle | Anatoli Colicev Ashwin Malshe Koen Pauwels Social Media and Customer-Based Brand Equity: An Empirical Investigation in Retail Industry Administrative Sciences customer-based brand equity owned social media earned social media high/low involvement utilitarian/hedonic goods retail industry |
| title | Social Media and Customer-Based Brand Equity: An Empirical Investigation in Retail Industry |
| title_full | Social Media and Customer-Based Brand Equity: An Empirical Investigation in Retail Industry |
| title_fullStr | Social Media and Customer-Based Brand Equity: An Empirical Investigation in Retail Industry |
| title_full_unstemmed | Social Media and Customer-Based Brand Equity: An Empirical Investigation in Retail Industry |
| title_short | Social Media and Customer-Based Brand Equity: An Empirical Investigation in Retail Industry |
| title_sort | social media and customer based brand equity an empirical investigation in retail industry |
| topic | customer-based brand equity owned social media earned social media high/low involvement utilitarian/hedonic goods retail industry |
| url | http://www.mdpi.com/2076-3387/8/3/55 |
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