Do Firm-Created Contents on Social Media Enhance Brand Equity and Consumer Response Among Consumers of Automotive Brands?

Abstract

The main objective of this study is to examine the roles of firm-created contents (FCCs) on social media in enhancing consumer-based brand equity (CBBE) and consumer response. In this study, 615 consumers of automotive brands were surveyed and the data collected were analyzed with SEM. Relying on the CSRM, this study hypothesizes positive relationships between social media advertising, social media promotion, social media interactive marketing, CBBE and consumer response. The findings reported in this research demonstrate that social media advertising and promotion are positively related to CBBE. Also, CBBE and social media promotion are positively related to consumer response. However, the findings of this study demonstrate nonsignificant relationships between social media interactive marketing and CBBE, social media advertising, interactive marketing and consumer response.