Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the impact of firm-created and user-generated social media communication on brand equity, brand attitude and purchase intention by using a standardized online survey throughout Poland. To test the conceptual model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing and mobile network operators. When analyzing the data, we applied the structural equation modeling technique to both investigate the interplay of firm-created and user-generated social media communication and examine industry-specific differences. The results of the empirical studies showed that user-generated social media communication had a positive influence on both brand equity and brand attitude, whereas firm-created social media communication affected only brand attitude. Both brand equity and brand attitude were shown to have a positive influence on purchase intention. In addition, we assessed measurement invariance using a multi-group structural modeling equation. The findings revealed that the proposed measurement model was invariant across the researched industries. However, structural path differences were detected across the models.

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The effect of social media communication on consumer perceptions of brands

Can Social Media Marketing Improve Customer Relationship Capabilities and Firm Performance? Dynamic Capability Perspective

Factors Influencing SMEs Adoption of Social Media Marketing

Understanding mobile marketing adoption intention by South African SMEs

This study carries out content analysis and systemizes articles on social media marketing in the Web of Science database. Forty-four studies were analyzed in accordance with a variation on the systematic review approach, involving synthesis- and interpretation-based assessment. The results demonstrate how most of the studies analyzed focus on the consumer perspective in terms of usage, share, and influence of social media on consumer decisions, and perceptions. The studies focusing on the firm's perspective centered not only on the usage of social media, but also on their implementation, optimization, and measurement of results. The majority of studies are quantitative and published in recent years. This study not only reached certain conclusions for both theory and practice, but also defined future lines of research according to the gaps detected by the study's results.

Social Media Marketing: A Literature Review and Implications

While current literature has sufficiently profiled word-of-mouth (WOM) marketing, customer relationship management, brand communities, search engine optimization, viral marketing, guerilla marketing, events-based marketing, and social media each on an isolated, individual basis, there is no comprehensive model that effectively incorporates all of these elements. The first purpose of this paper is to therefore profile the current literature landscape surrounding WOM marketing, alternative marketing communications, and social media as viable components of integrated marketing communications. Additionally, this paper aims to develop an integrated alternative marketing communication conceptual model that can be applied by industrial practitioners to help them achieve their marketing objectives.

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Cristina Castronovo

Papers

Social Media in an Alternative Marketing Communication Model