Social media marketing communication and consumer-based brand equity: an account of automotive brands in Malaysia

Achieving brand equity are top priorities for many organizations because brand is one of the most prized assets of any organization. As such, the academia continues to exert considerable efforts on understanding the factors that influence the development of brand equity. For instance, previous studi...

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Main Authors:	Raji Ridwan Adetunji, Sabrina Mohd Rashid, Mohd Sobhi Ishak
Format:	Article
Language:	English
Published:	Penerbit Universiti Kebangsaan Malaysia 2018
Online Access:	http://journalarticle.ukm.my/11726/ http://journalarticle.ukm.my/11726/ http://journalarticle.ukm.my/11726/1/24422-72176-1-PB.pdf

id	ukm-11726
recordtype	eprints
spelling	ukm-117262018-06-09T22:12:45Z http://journalarticle.ukm.my/11726/ Social media marketing communication and consumer-based brand equity: an account of automotive brands in Malaysia Raji Ridwan Adetunji, Sabrina Mohd Rashid, Mohd Sobhi Ishak, Achieving brand equity are top priorities for many organizations because brand is one of the most prized assets of any organization. As such, the academia continues to exert considerable efforts on understanding the factors that influence the development of brand equity. For instance, previous studies have demonstrated that social media communication has significant impact on Consumer-Based Brand Equity (CBBE), however, researchers have not really focused on the relationships of several types of marketing communications anchored by different social media platforms for brand equity. As such, the objective of this study is to examine the relationships between the social media marketing communications, specifically, user-generated type (Social Media Word-of-Mouth) and firm created types (Social Media Advertising, Social Media Promotion and Social Media Interactive Marketing); and the CBBE of automotive brands in Malaysia. Subsequently, 800 samples were selected through cluster samplings from five cities in five geographical regions across Malaysia. Survey questionnaires were administered to users of four types of automotive brands, namely; PROTON, PERODUA, TOYOTA and HONDA. The data collected was analyzed using descriptive statistics, correlation and multiple regressions in SPSS 22. The findings revealed that, the selected automotive brands have notable presence on Facebook, YouTube, Instagram and Twitter. Furthermore, it was found that, social media advertising, social media promotions and social media word-of-mouth have positive relationships with the CBBE of automotive brands. However, social media interactive marketing has an insignificant role in the CBBE. The theoretical and practical implications of the findings are discussed in this paper. Penerbit Universiti Kebangsaan Malaysia 2018 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/11726/1/24422-72176-1-PB.pdf Raji Ridwan Adetunji, and Sabrina Mohd Rashid, and Mohd Sobhi Ishak, (2018) Social media marketing communication and consumer-based brand equity: an account of automotive brands in Malaysia. Jurnal Komunikasi ; Malaysian Journal of Communication, 34 (1). pp. 1-19. ISSN 0128-1496 http://ejournal.ukm.my/mjc/issue/view/1075
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Kebangasaan Malaysia
building	UKM Institutional Repository
collection	Online Access
language	English
description	Achieving brand equity are top priorities for many organizations because brand is one of the most prized assets of any organization. As such, the academia continues to exert considerable efforts on understanding the factors that influence the development of brand equity. For instance, previous studies have demonstrated that social media communication has significant impact on Consumer-Based Brand Equity (CBBE), however, researchers have not really focused on the relationships of several types of marketing communications anchored by different social media platforms for brand equity. As such, the objective of this study is to examine the relationships between the social media marketing communications, specifically, user-generated type (Social Media Word-of-Mouth) and firm created types (Social Media Advertising, Social Media Promotion and Social Media Interactive Marketing); and the CBBE of automotive brands in Malaysia. Subsequently, 800 samples were selected through cluster samplings from five cities in five geographical regions across Malaysia. Survey questionnaires were administered to users of four types of automotive brands, namely; PROTON, PERODUA, TOYOTA and HONDA. The data collected was analyzed using descriptive statistics, correlation and multiple regressions in SPSS 22. The findings revealed that, the selected automotive brands have notable presence on Facebook, YouTube, Instagram and Twitter. Furthermore, it was found that, social media advertising, social media promotions and social media word-of-mouth have positive relationships with the CBBE of automotive brands. However, social media interactive marketing has an insignificant role in the CBBE. The theoretical and practical implications of the findings are discussed in this paper.
format	Article
author	Raji Ridwan Adetunji, Sabrina Mohd Rashid, Mohd Sobhi Ishak,
spellingShingle	Raji Ridwan Adetunji, Sabrina Mohd Rashid, Mohd Sobhi Ishak, Social media marketing communication and consumer-based brand equity: an account of automotive brands in Malaysia
author_facet	Raji Ridwan Adetunji, Sabrina Mohd Rashid, Mohd Sobhi Ishak,
author_sort	Raji Ridwan Adetunji,
title	Social media marketing communication and consumer-based brand equity: an account of automotive brands in Malaysia
title_short	Social media marketing communication and consumer-based brand equity: an account of automotive brands in Malaysia
title_full	Social media marketing communication and consumer-based brand equity: an account of automotive brands in Malaysia
title_fullStr	Social media marketing communication and consumer-based brand equity: an account of automotive brands in Malaysia
title_full_unstemmed	Social media marketing communication and consumer-based brand equity: an account of automotive brands in Malaysia
title_sort	social media marketing communication and consumer-based brand equity: an account of automotive brands in malaysia
publisher	Penerbit Universiti Kebangsaan Malaysia
publishDate	2018
url	http://journalarticle.ukm.my/11726/ http://journalarticle.ukm.my/11726/ http://journalarticle.ukm.my/11726/1/24422-72176-1-PB.pdf
first_indexed	2023-09-18T20:01:00Z
last_indexed	2023-09-18T20:01:00Z
_version_	1777406847570935808

Social media marketing communication and consumer-based brand equity: an account of automotive brands in Malaysia

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