The relationships between social media marketing communications, consumer-based brand equity and consumer response among automotive brands in Malaysia

The relationships between social media marketing communications, consumer-based brand equity and consumer response among automotive brands in Malaysia

Developing and managing brand equity are top priorities for many organizations because brand is one of the most prized assets of organizations. As such, academia continues to exert substantial efforts on understanding the factors that influence the development of Consumer-Based Brand Equity (CBBE) a...

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Main Author: Adetunji, Raji Ridwan
Format: Thesis
Language:eng
eng
eng
Published: 2018
Subjects:
HF5415.33 Consumer Behavior.
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institution Universiti Utara Malaysia
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language eng
eng
eng
advisor Mohd Rashid, Sabrina
Ishak, Mohd Sobhi
topic HF5415.33 Consumer Behavior.
spellingShingle HF5415.33 Consumer Behavior.
Adetunji, Raji Ridwan
The relationships between social media marketing communications, consumer-based brand equity and consumer response among automotive brands in Malaysia
description Developing and managing brand equity are top priorities for many organizations because brand is one of the most prized assets of organizations. As such, academia continues to exert substantial efforts on understanding the factors that influence the development of Consumer-Based Brand Equity (CBBE) and its consequences. However, researchers have not really focused on measuring CBBE from the context of automotive brands. Also, considering the continuous advent of digital platforms such as social media, the environment of marketing communications is changing, leaving a knowledge gap on how the contents disseminated on social media are enhancing CBBE and consumer response. Relaying on the Consumer Stimulus-Response Model (CSRM), this study examines the relationships between the social media marketing communications, specifically, user-generated type (Social Media Word-of-Mouth) and firm created types (Social Media Advertising, Social Media Promotion and Social Media Interactive Marketing), CBBE and Consumer Response among automotive brands. To validate the scales employed in this study, semi-structured face-to-face interviews was conducted among ten (10) informants and seven (7) experts were recruited to content validate the developed scales before conducting pilot study among 200 respondents. Subsequently, 800 users of four types of automotive brands namely; PROTON, PERODUA, TOYOTA and HONDA were surveyed using a self-administered questionnaire. The data collected was analyzed using SEM. The findings revealed that, Social Media Advertising, Social Media Promotion, Social Media Interactive Marketing and Social Media Word-of-Mouth have significant relationships with the CBBE of automotive brands and consumer response. Furthermore, CBBE demostrates a significant indirect effects on the relationships between social media marketing communications and CBBE. Consequently, this study provide empirical evidence to the CSRM and provide insights for brand managers on how to enhance brand equity of automotive brands through marketing communications disseminated on social media platforms
format Thesis
qualification_name Ph.D.
qualification_level Doctorate
author Adetunji, Raji Ridwan
author_facet Adetunji, Raji Ridwan
author_sort Adetunji, Raji Ridwan
title The relationships between social media marketing communications, consumer-based brand equity and consumer response among automotive brands in Malaysia
title_short The relationships between social media marketing communications, consumer-based brand equity and consumer response among automotive brands in Malaysia
title_full The relationships between social media marketing communications, consumer-based brand equity and consumer response among automotive brands in Malaysia
title_fullStr The relationships between social media marketing communications, consumer-based brand equity and consumer response among automotive brands in Malaysia
title_full_unstemmed The relationships between social media marketing communications, consumer-based brand equity and consumer response among automotive brands in Malaysia
title_sort relationships between social media marketing communications, consumer-based brand equity and consumer response among automotive brands in malaysia
granting_institution Universiti Utara Malaysia
granting_department Awang Had Salleh Graduate School of Arts & Sciences
publishDate 2018
url https://etd.uum.edu.my/7486/1/Depositpermission_s900764.pdf
https://etd.uum.edu.my/7486/2/s900764_01.pdf
https://etd.uum.edu.my/7486/3/s900764_02.pdf
_version_ 1747828226095316992
spelling my-uum-etd.74862021-08-09T02:23:46Z The relationships between social media marketing communications, consumer-based brand equity and consumer response among automotive brands in Malaysia 2018 Adetunji, Raji Ridwan Mohd Rashid, Sabrina Ishak, Mohd Sobhi Awang Had Salleh Graduate School of Arts & Sciences Awang Had Salleh Graduate School of Arts and Sciences HF5415.33 Consumer Behavior. Developing and managing brand equity are top priorities for many organizations because brand is one of the most prized assets of organizations. As such, academia continues to exert substantial efforts on understanding the factors that influence the development of Consumer-Based Brand Equity (CBBE) and its consequences. However, researchers have not really focused on measuring CBBE from the context of automotive brands. Also, considering the continuous advent of digital platforms such as social media, the environment of marketing communications is changing, leaving a knowledge gap on how the contents disseminated on social media are enhancing CBBE and consumer response. Relaying on the Consumer Stimulus-Response Model (CSRM), this study examines the relationships between the social media marketing communications, specifically, user-generated type (Social Media Word-of-Mouth) and firm created types (Social Media Advertising, Social Media Promotion and Social Media Interactive Marketing), CBBE and Consumer Response among automotive brands. To validate the scales employed in this study, semi-structured face-to-face interviews was conducted among ten (10) informants and seven (7) experts were recruited to content validate the developed scales before conducting pilot study among 200 respondents. Subsequently, 800 users of four types of automotive brands namely; PROTON, PERODUA, TOYOTA and HONDA were surveyed using a self-administered questionnaire. The data collected was analyzed using SEM. The findings revealed that, Social Media Advertising, Social Media Promotion, Social Media Interactive Marketing and Social Media Word-of-Mouth have significant relationships with the CBBE of automotive brands and consumer response. Furthermore, CBBE demostrates a significant indirect effects on the relationships between social media marketing communications and CBBE. Consequently, this study provide empirical evidence to the CSRM and provide insights for brand managers on how to enhance brand equity of automotive brands through marketing communications disseminated on social media platforms 2018 Thesis https://etd.uum.edu.my/7486/ https://etd.uum.edu.my/7486/1/Depositpermission_s900764.pdf text eng public https://etd.uum.edu.my/7486/2/s900764_01.pdf text eng public https://etd.uum.edu.my/7486/3/s900764_02.pdf text eng public http://sierra.uum.edu.my/record=b1697940~S1 Ph.D. doctoral Universiti Utara Malaysia Aaker, D. a. (1991). Managing Brand Equity. Journal of Marketing, 56(2), 125. http://doi.org/10.2307/1252048 Abd Jalil, K. (2010). Social Media and the practice of Public Relations in Malaysia: Where do we stand? In International Conference on Communication and Media 2010 (i.COME’10), 1–17. Melaka. Abedniya, A., & Mahmouei, S. S. (2010). The Impact of Social Networking Websites to Facilitate the Effectiveness of Viral Marketing. 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