The effect of social media communication on brand equity through Facebook: evidence from CGV Cinemas, Vietnam

The study aims to propose and investigate the influence of different forms of brand communication through social media (Facebook) on dimensions of brand equity, and then analyse the ways in which such dimensions affect overall brand equity in the case of customers of CGV cinema in Vietnam. The study uses data from 315 customers who visited the Facebook page of CGV Cinemas. The results of the empirical tests using a structural equation model support the hypotheses. The results indicate that: firm-created content has direct and positive effects on brand awareness/association and brand loyalty, but an insignificant influence on perceived quality; user-generated content has a significant influence on brand awareness/association, perceived quality and brand loyalty; and dimensions of brand equity such as brand awareness/association, perceived quality, and brand loyalty have positive significant influences on overall brand equity. Consequently, the relevant implications provide marketers with a better understanding of the effects of each dimension of brand equity on overall brand equity in the cinema industry regarding social media communication.