Role of traditional and social media in developing consumer-based brand equity

Abstract

New communication channels are creating tremendous opportunities for marketers. The study aims to identify the role of marketing communication through an outdated and social media consumer-based brand equity. Industries including fashion, mobile service, and soft drinks were selected to better understand the phenomenon. A quantitative survey-based approach was used to collect the data. Moreover, the confirmatory factor analysis was used to understand the relationship among variables. In case of fashion industry, the results showed a positive effect of social media marketing communications on the elements of brand equity. The results of mobile industry declared that social media marketing positively influence the brand association, perceived quality, and consumer's purchase intention. In soft drink industry, results revealed that traditional and social media marketing had no major influence on the elements of brand equity. Therefore, this study concludes that social media marketing communication plays an important role in the creation of consumer-based brand equity.