The Effect of Perceived Social Media Marketing Activities on Consumer-Based Brand Equity and Brand Love: The Mediating Role of Brand Experience
Keywords:
perceived social media marketing activities, brand experience, consumer-based brand equity, brand love, R-O-S model, structural equation modelingAbstract
Objective: This study aimed to examine the effects of perceived social media marketing activities on consumer-based brand equity and brand love and to determine the mediating role of brand experience in these relationships.
Methodology: This applied quantitative study employed structural equation modeling. The target population consisted of consumers of electronic brands who had been exposed to social media marketing activities. Purposive sampling was used, and of 450 completed questionnaires, 408 valid responses were retained for analysis. Data were collected using a structured 40-item questionnaire. Perceived social media marketing activities were operationalized through five dimensions: word-of-mouth, personalization, trendiness, informativeness, and interaction. Data were analyzed using SPSS and AMOS through confirmatory factor analysis, structural equation modeling, and bootstrapping procedures.
Findings: Structural model results indicated that perceived social media marketing activities had a positive and significant effect on consumer-based brand equity (β=0.479, t=8.77, p<0.001) and brand love (β=0.312, t=6.97, p<0.001). Brand experience significantly mediated the relationship between perceived social media marketing activities and brand love (indirect effect=0.270, p<0.001, 95% CI: 0.211–0.334). However, the mediating effect of brand experience on the relationship between perceived social media marketing activities and consumer-based brand equity was not statistically significant (indirect effect=0.043, p=0.120, 95% CI: −0.013–0.099).
Conclusion: Perceived social media marketing activities can directly strengthen both consumer-based brand equity and brand love, while brand experience plays a particularly important role in translating social media marketing activities into stronger emotional attachment to the brand. Accordingly, developing interactive, personalized, informative, and trend-oriented social media activities while simultaneously enhancing positive brand experiences may contribute to stronger and more enduring consumer–brand relationships.
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