Enhancing Brand Equity of Automotive Brands through Marketing Communications on Social Media
Social media technologies such as; Facebook, YouTube, Twitter, and Instagram have proven to be perfect platforms for disseminating several types of marketing communications. Previous studies have demonstrated that these marketing communications on social media are significantly enhancing Consumer-Ba...
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my.uum.repo.253622018-12-24T01:15:53Z http://repo.uum.edu.my/25362/ Enhancing Brand Equity of Automotive Brands through Marketing Communications on Social Media Adetunji, Raji Ridwan Mohd Rashid, Sabrina Ishak, Mohd Sobhi HD28 Management. Industrial Management Social media technologies such as; Facebook, YouTube, Twitter, and Instagram have proven to be perfect platforms for disseminating several types of marketing communications. Previous studies have demonstrated that these marketing communications on social media are significantly enhancing Consumer-Based Brand Equity (CBBE), however, researchers have not really focused on the differential effects of several types of marketing communications that are anchored by different social platforms in developing CBBE. Subsequently, the purpose of this study is to propose a framework that investigates the differential effects of social media marketing communications (social media advertising, social media sales promotion, social media interactive marketing and social media word-of-mouth) on CBBE of automotive brands. The findings revealed that Advertising, Promotion, and Word-of-Mouth have positive relationships with the CBBE of automotive brands. However, Interactive Marketing has an insignificant role in enhancing the CBBE of automotive brands. 2018-03-18 Conference or Workshop Item PeerReviewed application/pdf en http://repo.uum.edu.my/25362/1/SMMTCPS%202018%20226%20227.pdf Adetunji, Raji Ridwan and Mohd Rashid, Sabrina and Ishak, Mohd Sobhi (2018) Enhancing Brand Equity of Automotive Brands through Marketing Communications on Social Media. In: SMMTC Postgraduate Symposium 2018, 18-19 March 2018, Universiti Utara Malaysia. |
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HD28 Management. Industrial Management Adetunji, Raji Ridwan Mohd Rashid, Sabrina Ishak, Mohd Sobhi Enhancing Brand Equity of Automotive Brands through Marketing Communications on Social Media |
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Social media technologies such as; Facebook, YouTube, Twitter, and Instagram have proven to be perfect platforms for disseminating several types of marketing communications. Previous studies have demonstrated that these marketing communications on social media are significantly enhancing Consumer-Based Brand Equity (CBBE), however, researchers have not really focused on the differential effects of several types of marketing communications that are anchored by different social platforms in developing CBBE. Subsequently, the purpose of this study is to propose a framework that investigates the differential effects of social media marketing communications (social media advertising, social media sales promotion, social media interactive marketing and social media word-of-mouth) on CBBE of automotive brands. The findings revealed that Advertising, Promotion, and Word-of-Mouth have positive relationships with the CBBE of automotive brands. However, Interactive Marketing has an insignificant role in enhancing the CBBE of automotive brands. |
format |
Conference or Workshop Item |
author |
Adetunji, Raji Ridwan Mohd Rashid, Sabrina Ishak, Mohd Sobhi |
author_facet |
Adetunji, Raji Ridwan Mohd Rashid, Sabrina Ishak, Mohd Sobhi |
author_sort |
Adetunji, Raji Ridwan |
title |
Enhancing Brand Equity of Automotive Brands through Marketing Communications on Social Media |
title_short |
Enhancing Brand Equity of Automotive Brands through Marketing Communications on Social Media |
title_full |
Enhancing Brand Equity of Automotive Brands through Marketing Communications on Social Media |
title_fullStr |
Enhancing Brand Equity of Automotive Brands through Marketing Communications on Social Media |
title_full_unstemmed |
Enhancing Brand Equity of Automotive Brands through Marketing Communications on Social Media |
title_sort |
enhancing brand equity of automotive brands through marketing communications on social media |
publishDate |
2018 |
url |
http://repo.uum.edu.my/25362/1/SMMTCPS%202018%20226%20227.pdf http://repo.uum.edu.my/25362/ |
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1644284302044692480 |
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13.149126 |