Building corporate reputation through social media marketing efforts: the mediating role of corporate brand credibility
by Zanete Garanti; Nicholas Igbudu; Temitope Popoola; Demetris Vrontis; Yioula Melanthiou
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 17, No. 3/4, 2022

Abstract: Social media is a widely used tool by companies to communicate with their customers. This study explores customers' perception of social media marketing efforts by companies and their role in enhancing corporate reputation. It also evaluates the mediating role of corporate brand credibility in the relationship between social media marketing efforts and corporate reputation. Data for this study was adopted from 404 customers of the retail banking sector in Latvia, contacted via social media platforms such as Facebook using the non-random snowball sampling method. The structural equation modelling technique was used to test the relationship of the study variables. The study results show a direct and significant influence of social media marketing efforts on corporate brand credibility. However, social media marketing efforts do not have a significant impact on corporate reputation. Corporate brand credibility has a positive direct impact on corporate reputation. Therefore, it is shown that corporate brand credibility mediates the relationship between social media marketing efforts and corporate reputation.

Online publication date: Thu, 03-Nov-2022

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Internet Marketing and Advertising (IJIMA):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com