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

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.