Comparing the Effectiveness of Marketer and User Generated Content in Influencing Brand Equity for UK Pureplay Fashion Brands

    Allbwn ymchwil: Pennod mewn Llyfr/Adroddiad/Trafodion CynhadleddCyfraniad i gynhadleddadolygiad gan gymheiriaid

    184 Wedi eu Llwytho i Lawr (Pure)

    Crynodeb

    Popular social media sites such as Facebook and Instagram embody numerous social commerce properties (Liang et al., 2011), and can be leveraged to create value for existing and potential customers, whilst building brand equity. This paper contributes to the existing knowledge on brand equity built through social media by examining the effect of both marketer and user generated content on each of the four dimensions (Aaker, 1991) in a specific context. Focussing on the UK, and a sample of consumers aged 18-21, six of the most profitable pureplay fashion brands are examined using PLS SEM for analysis. The results are compared primarily with findings from two similar previous paper from Schivinski and Dabrowski (2015), and Grubor et al. (2017), and highlight both similarities and differences that warrant further investigation through future research. Practitioners in the fashion industry can directly apply the knowledge from this paper when planning their social media strategies to plan correctly for benefits, and avoid planning for goals that are unlikely to come to fruition through a particular medium.
    Iaith wreiddiolSaesneg
    TeitlBritish Academy of Management Conference 2018
    StatwsCyhoeddwyd - 5 Medi 2018
    DigwyddiadBritish Academy of Management Conference 2018: Driving Productivity in Uncertain and Challenging Times - Bristol Business School, University of the West of England , Bristol, Y Deyrnas Unedig
    Hyd: 3 Medi 20185 Medi 2018
    Rhif y gynhadledd: 32nd
    http://bam.ac.uk

    Cynhadledd

    CynhadleddBritish Academy of Management Conference 2018
    Teitl crynoBAM2018
    Gwlad/TiriogaethY Deyrnas Unedig
    DinasBristol
    Cyfnod3/09/185/09/18
    Cyfeiriad rhyngrwyd

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