EFFECT OF SOCIAL MEDIA MARKETING ON BRAND EQUITY

Consumers are increasingly turning to brand communities on social media in order to learn more about respective brands and inform their decision-making regarding those brands. This study investigates the impact that marketing via social media has on the value of a brand. Building on the theory of uses and gratifications as well as the concept of brand experiences, our hypothesis was that the relationship between social media marketing activities and consumer benefits, such as brand awareness and value consciousness, is mediated by consumer experiences with brands, brand experiences, and participation in online communities. A survey with a total of 350 consumers who use social media and are actively engaged in branding was carried out, and the data collected from the survey were analyzed using a variety of statistical tools. The findings indicate that social media marketing had a significant impact on all aspects of the brand experience, including value consciousness, brand awareness, and brand experience.