Assessing the Influence of Social Media Functionalities on Consumer Brand Equity

This research is aimed at assessing the influence of social media functionalities on brand equity dimensions. This study focused on assessing the effect of two dimensions of social media functionalities (Conversation and Sharing functionalities) of Honey Comb Model [38] on the four dimensions of customer based brand equity of [2]. The data for this study were collected through online survey questionnaire from social media users. The data collected was tested for construct validity, reliability and multiple regression analysis was conducted to test the hypotheses raised in the study. The findings indicate that conversation functionalities have significant and positive influence on all dimensions of brand equity. Sharing functionalities was found to have significant influence on two of the dimensions of brand equity that is on brand awareness and brand loyalty. Findings from this study also indicated that conversation and sharing functionalities must be simultaneously used to achieve a significant influence on brand association and perceived quality/image.