Title: Characteristics of social-media marketing strategy and customer-based brand equity outcomes: a conceptual model

Authors: Phuoc H.M. Pham; Bashar S. Gammoh

Addresses: College of Business and Innovation, MS # 103, University of Toledo, Toledo, OH 43606, USA ' Department of Marketing and International Business, College of Business and Innovation, MS # 103, University of Toledo, Toledo, OH 43606, USA

Abstract: Existing research support the importance of social media marketing in building brand equity and creating communities around the brand. Still, the questions of what kind and what level of social media marketing activities are needed to help firms build customer-based brand equity (CBBE) are not properly addressed. Yet, these insights are extremely important for any company to develop its social media marketing strategy effectively. This paper extends the extant literature by addressing the questions of choices, conditions, and potential impacts of different social media channels on CBBE. More specifically, this study develops a conceptual model to examine the differential influence of the following four dimensions of social media marketing strategy: variety, diversity, intensity, and connectivity on different components of CBBE model. Examining the differential influence of these dimensions of social media marketing strategy on CBBE is important and holds significant implications.

Keywords: social media marketing; marketing strategy; customer-based brand equity; CBBE; brand building; brand equity outcomes; conceptual modelling; social media channels.

DOI: 10.1504/IJIMA.2015.072885

International Journal of Internet Marketing and Advertising, 2015 Vol.9 No.4, pp.321 - 337

Received: 23 Apr 2015
Accepted: 29 Jul 2015
Published online: 05 Nov 2015 *

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