The Relationship Between Social Media Marketing And Brand Equity A Study Based On Electronic-Word-Of-Mouth As A Mediating Variable

Abstract

SMM is the most popular and effective tool of marketing and communication. The study showed how SMM measures as perceived information and perceived entertainment could build the brand equity in terms of Brand Awareness, Brand Association, Brand Loyalty, Brand Image, Perceived quality through Electronic Word of Mouth. The findings of the study showed that SMM positively affects brand equity and E-WOM mediates the relationship between SMM and brand equity. Finally, the study showed that the Facebook is a key platform to build relationships with consumers to get information about a brand and its products. The future of social media as a marketing tool is also considered. Several recommendations were developed to help managers navigate their online presence in a way that specifically suits their consumers’ internet usage patterns, in order to effectively manage available E-WOM on their brands.