EXAMINING THE IMPACT OF SOCIAL MEDIA MARKETING ON BRAND EQUITY: INSIGHTS FROM CONSUMER PERCEPTIONS
Junphen Wannarak,
Waiphot Kulachai,
Patipol Homyamyen
Abstract: This study explores the influence of social media marketing on brand equity by analyzing consumer perceptions. Its primary objective is to pinpoint the crucial components of social media marketing that affect brand equity. The research involved 277 randomly selected students who completed a questionnaire. Employing multiple regression analysis, the study examines the relationship between brand equity and various factors including social media engagement, brand authenticity, perceived value, online brand communities, customer trust, and overall customer satisfaction. While controlling demographics and other pertinent variables, the study aims to precisely gauge how social media impacts brand equity. The results indicate that social media engagement, brand authenticity, online brand communities, customer trust, and customer satisfaction all exert a significant influence on brand equity. However, perceived value does not seem to have a significant impact on brand equity. This research adds to our current knowledge and provides valuable practical insights for digital marketers.
Keywords: Brand equity, Customer satisfaction, Customer trust, Online brand communities, Social media engagement
DOI: 10.24874/IJQR18.04-06
Recieved: 11.11.2023 Accepted: 19.06.2024 UDC: 339.138:316.472.4
Reads: 53 
