Elucidating the relationship of social media-based brand communications with brand equity: the role of consumer brand engagement

Abstract

Use of social media has now become a key source for the brands and companies to get in touch with their existing or prospect customers. This study is carried out to investigate the relation of Social Media-Based Brand Communication with Brand Equity in restaurant industry with relation to mediating effect of Consumer Brand Engagement. A survey based on empirical study with 359 respondents was conducted. Data was collected from the Face book users who are engaged with the food related pages or groups of the restaurants in Pakistan. The findings revealed that Social Media-Based Brand Communication has a positive impact on Brand Equity with full mediation of Consumer Brand Engagement. This study suggests that by investing in SMBBC restaurants can really increase their BE. It will help them to gain customer base and increased BE means they can charge premium for the services which will eventually increase the sales and profits margins.