The IUP Journal of Marketing Management
The Influence of Social Media’s Marketing Efforts on Brand Equity and Consumer Response

Article Details
Pub. Date :May, 2019
Product Name : The IUP Journal of Marketing Management
Product Type : Article
Product Code : IJMM21905
Author Name : Rida Sehar, Sarfraz Ashraf and Faisal Azam
Availability : YES
Subject/Domain : Finance
Download Format : PDF Format
No. of Pages : 24



This study investigated the impact of Social Media’s Marketing Efforts (SMME) on the brand equity of the consumers and their behaviors towards the brand. The relationship of these variables is explored by analyzing three different brands (Outfitters, Khaadi and Junaid Jamshed) in Pakistan. For data collection, a structured questionnaire was used with five elements of SMME, three dimensions of Brand Equity (BE), and three dimensions of Consumer Response (CR). The results of this study show that there is a positive and significant link between SMME and consumer behavior and brand equity. The results of the study also show that brands can improve their relationship with the customers by using social media sites. This study has addressed the gaps in the earlier studies of SMME of a brand through the structural equation model.


According to Mangold and Faulds (2009), there has been a huge transformation in social media in the last one decade. Due to the change in technology, changes in social media websites are evident. And, according to the Internet World Stats (2013), 34% population of the world is using these sites with the help of the Internet. Companies and brands are trying to find new ways through which they can easily reach their customers, make interactions and engage them with the brands (Gallaugher and Ransbotham, 2010; and Kozinets et al., 2010). Nowadays, social media websites have great influence on the consumers’ response to a brand or a product. The marketing efforts on the social media sites of the brands are the main reason to create brand equity and change the response. The customers of the brands are the followers of the brands on these social media sites and follow the latest information. These sites enhance awareness among the consumers and create a brand image. Consumers search these social media sites for information regarding a specific brand. Therefore, these sites have a great influence on consumers’ buying intention.