Title: The impact of perceived social media marketing activities on customer equity: a case study of a single training services' provider

Authors: Nehal Nabil Nasef; Tanja Sedej

Addresses: Euro-Mediterranean University (EMUNI), Kidričevo nabrežje 2, 6330 Piran, Slovenia ' Euro-Mediterranean University (EMUNI), Kidričevo nabrežje 2, 6330 Piran, Slovenia

Abstract: The purpose of this research was to examine the relationships between perceived social media marketing activities, customer equity, and customer equity drivers, namely value equity, relationship equity, and brand equity, in the training context, which has never been addressed before by existing literature. Thus, a quantitative case study of a single training provider was undertaken. Data were collected randomly via an online survey from 233 last-year trainees from the chosen training provider and analysed using simple regression. The findings revealed that: 1) there are five social media marketing activities perceived by training providers: entertainment, interaction, trendiness, customisation, and electronic word-of-mouth; 2) their effect on customer equity and its drivers is significantly positive; 3) the greatest impact was on brand equity, value equity, and relationship equity, respectively. The intention of this study is to assist training providers in managing their assets and marketing efforts via social media.

Keywords: social media; marketing; marketing communication; customer equity; customer equity drivers; brand equity; relationship equity; value equity.

DOI: 10.1504/IJEMR.2026.155073

International Journal of Electronic Marketing and Retailing, 2026 Vol.18 No.1, pp.110 - 135

Received: 30 May 2023
Accepted: 14 Sep 2023
Published online: 27 Jul 2026 *

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