Title: Developing a conceptual model for examining social media marketing effects on brand awareness and brand image

Authors: Man Lai Cheung; Guilherme D. Pires; Philip J. Rosenberger III

Addresses: Division of Business and Management, Beijing Normal University-Hong Kong Baptist, University United International College, China ' Newcastle Business School, University of Newcastle, Australia ' Newcastle Business School, University of Newcastle, Australia

Abstract: Social-media marketing has attracted increasing attention from marketers, being regarded as one of the most important channels to communicate information about brands to consumers. Despite its growing importance, limited research has examined the influence of social-media marketing communications on consumers' brand knowledge. This paper addresses this gap in the literature, proposing a conceptual model for examining the impact of social-media-marketing dimensions on brand awareness and image across products with different involvement levels. The model seeks to enhance understanding of the influence of social-media-marketing communications on brands, across products with different involvement levels. Suggestions for the empirical investigation of the model are made.

Keywords: social media marketing; SMM; brand management; brand knowledge; brand awareness; brand image; product involvement; Hong Kong.

DOI: 10.1504/IJEBR.2019.098874

International Journal of Economics and Business Research, 2019 Vol.17 No.3, pp.243 - 261

Received: 03 Nov 2017
Accepted: 17 Mar 2018
Published online: 09 Apr 2019 *

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