Abstract
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.
Original language | English |
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Title of host publication | British Academy of Management Conference 2018 |
Publication status | Published - 5 Sept 2018 |
Event | British Academy of Management Conference 2018: Driving Productivity in Uncertain and Challenging Times - Bristol Business School, University of the West of England , Bristol, United Kingdom Duration: 3 Sept 2018 → 5 Sept 2018 Conference number: 32nd http://bam.ac.uk |
Conference
Conference | British Academy of Management Conference 2018 |
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Abbreviated title | BAM2018 |
Country/Territory | United Kingdom |
City | Bristol |
Period | 3/09/18 → 5/09/18 |
Internet address |
Keywords
- social media
- social commerce
- brand equity
- user generated content
- marketer generated content
- fashion