Conceptualizing the social media communication impact on consumer based brand equity

dc.contributor.authorZailskaitė-Jakštė, Ligita
dc.contributor.authorKuvykaitė, Rita
dc.coverage.issue25cs
dc.coverage.volumeXcs
dc.date.accessioned2016-09-07T08:03:54Z
dc.date.available2016-09-07T08:03:54Z
dc.date.issued2016-06cs
dc.description.abstractPurpose of the article: The purpose of this paper is to identify the impact of consumer-brand communication in social media on brand equity, providing conceptual model. Methodology/methods: The model was prepared using methods of comparative and systematic analysis of scientific literature. Scientific aim: The scientific aim of the article to propose the perspective of social media communication impact on brand equity conceptualization. The key factors of consumer engagement in company (brand) communication process and amount of consumers created content (non-sponsored content, i. e. Content created in interaction with company or brand, and sponsored content, i. e. content created in interaction with company (brand)) was under consideration. Findings: Our findings attempt to provide a comprehensive understanding of company (brand) communication in social media seeking after a positive impact on brand equity dimensions. Theoretical analysis disclosed that it is not enough just to post message in a proper social media channel, it is essential to post appropriate content of the message and to post it in appropriate way in persuasion to engage consumers into communication. The consumer-generated content created in interaction with company and without interaction with company in social media is making impact on brand equity. Conclusions: The study extends the literature by examining communication in social media from company to consumer perspectives in order to disclose changes in marketing communication as source of brand equity in virtual context and to present key factors influencing brand equity in company (brand) communication process. Therefore brand management perspective requires understanding of consumers’ role in social media. Keywords: communication in social media, brand equity, consumer-brand interaction, consumer-generated content.en
dc.formattextcs
dc.format.extent68-74cs
dc.format.mimetypeapplication/pdfen
dc.identifier.citationTrendy ekonomiky a managementu. 2016, X, č. 25, s. 68-74. ISSN 1802-8527.cs
dc.identifier.doi10.13164/trends.2016.25.68cs
dc.identifier.issn1802-8527
dc.identifier.urihttp://hdl.handle.net/11012/63170
dc.language.isoencs
dc.publisherVysoké učení technické v Brně, Fakulta podnikatelskács
dc.relation.ispartofTrendy ekonomiky a managementucs
dc.relation.urihttps://trends.fbm.vutbr.cz/index.php/trends/article/view/340/297cs
dc.rights© Vysoké učení technické v Brně, Fakulta podnikatelskács
dc.rights.accessopenAccessen
dc.subjectcommunication in social mediaen
dc.subjectbrand equityen
dc.subjectconsumer-brand interactionen
dc.subjectconsumer-generated contenten
dc.titleConceptualizing the social media communication impact on consumer based brand equityen
dc.type.driverarticleen
dc.type.statusPeer-revieweden
dc.type.versionpublishedVersionen
eprints.affiliatedInstitution.facultyFakulta podnikatelskács
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