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Adm. Sci. 2018, 8(3), 55; https://doi.org/10.3390/admsci8030055

Social Media and Customer-Based Brand Equity: An Empirical Investigation in Retail Industry

1
Department of Marketing, Bocconi University, 20100 Milano, Italy
2
Department of Marketing, The University of Texas at San Antonio, San Antonio, TX 78249, USA
3
School of Business, Northeastern University, Boston, MA 02115, USA
*
Authors to whom correspondence should be addressed.
Received: 31 August 2018 / Revised: 15 September 2018 / Accepted: 17 September 2018 / Published: 19 September 2018
(This article belongs to the Special Issue Marketing Metrics and Marketing Performance)
Full-Text   |   PDF [283 KB, uploaded 19 September 2018]

Abstract

As customer-brand engagement progressively shifts to digital domains, understanding social media effects in branding has become a vital issue. Social media effectiveness is especially important for the US retail sector due to intense competition among retailers for consumer attention and engagement on digital channels. Yet, the research on the effectiveness of social media in the retail industry remains sparse. Thus, the purpose of this paper is to investigate how social media affects US retailers’ customer-based brand equity (CBBE) which is an important indicator of brand success. Using a dataset of 15,717 retailer-day observations, the authors empirically test the dynamics between owned and earned social media and CBBE using panel vector autoregression (PVAR). The authors find strong impacts of owned and earned social media on CBBE across the board. However, they find that owned social media harms CBBE of retailers dealing in hedonic and high involvement products. Whereas owned social media helps general retailers in building CBBE, it reduces CBBE of specialty retailers. View Full-Text
Keywords: customer-based brand equity; owned social media; earned social media; high/low involvement; utilitarian/hedonic goods; retail industry customer-based brand equity; owned social media; earned social media; high/low involvement; utilitarian/hedonic goods; retail industry
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).
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Colicev, A.; Malshe, A.; Pauwels, K. Social Media and Customer-Based Brand Equity: An Empirical Investigation in Retail Industry. Adm. Sci. 2018, 8, 55.

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