DO FIRM-CREATED CONTENTS ON SOCIAL MEDIA ENHANCE BRAND EQUITY AND CONSUMER RESPONSE AMONG CONSUMERS OF AUTOMOTIVE BRANDS?

Abstract

Purpose The key purpose of this research aims to investigate the effect of firm-created contents (FCCs), such as that of SMA, SMP, and SM1M done on digital platforms helps in improving CR and build CBBE. Methodology & Design A questionnaire was adapted and surveyed amongst the consumers of automotive brands. Data was collected via non-probability sampling and analyzed to study the relationship and the effect of SMA, SMP, and SMIM on CBBE and CR. Findings The results recorded in this study show that the constructs of Social Media Advertising, Social Media Promotions and, Social Media Interactive Marketing are positively related to building Consumer Response when mediated through Consumer Based Brand Equity. However, the findings of this study also show that the direct relationship between the constructs of SMA, SMP, and SMIM with CR are statistically insignificant. Limitations The shortcomings of the research conducted are; FCC was only considered as a form of marketing communications for refining CBBE as to prompt Consumer Response. The research that follows these constructs must put in consideration various other formats of social media communications, in particular, user-generated content, for example, online consumer reviews and word-of-mouth by consumers. In addition, the study reveals that CBBE is a valid measure of brand awareness, brand image and brand sustainability. Nevertheless, other dimensions ofCBBE can be implemented in future studies such as brand loyalty and brand experience.