Received: 16th March 2021 | Review: 12th October 2021 | Accepted: 9th February 2022
https://doi.org/10.53908/NMMR.300216
Volume 30, Issue-3, April 2022
Abstract
Social Media is getting incredibly popular amongst brands and consumers both. This study aims to identify the constructs of perceived Social Media Marketing (SMM) activities of an e-commerce brand, Amazon and to evaluate the influence of those activities on customer equity drivers; value equity, relationship equity and brand equity and purchase intention using a PLS-SEM approach. The five constructs of perceived SMM activities are Interactivity, Informativeness, Personalization, Trendiness and Word of Mouth. The effects of SMM activities on value equity, relationship equity and brand equity were significantly positive. Out of the three customer equity drivers, only brand equity had a significant impact on the purchase intention, whereas value equity and relationship equity had no significant influence on purchase intention. The findings of this study will help the e-commerce brands to forecast the future purchasing behavior of their customers as well as manage their SMM activities.
Keywords
Social Media Marketing, Customer Equity Drivers, Brand Equity, Value Equity, Relationship Equity, Purchase Intention.
Reference
• Aaker, D., (1991). Managing Brand Equity. The Free Press, New York.
• Bagozzi, Richard P., et al. (1979). “The Construct Validity of the Tripartite
Classification of Attitudes.” Journal of Marketing Research, vol. 16, no. 1, Feb.
1979, pp. 88–95, 10.1177/002224377901600113.
• Bell, David, et al. (2002). “Seven Barriers to Customer Equity Management.” Journal of Service Research, vol. 5, no. 1, Aug. 2002, pp. 77–85, 10.1177/1094670502005001008.
• Blattberg RC, Deighton J. (1996), “Manage marketing by the customer equity test”. Harvard Business Review, 1996;74(4):136–44
• Blattberg, Robert C., and John Deighton. (1996). “Manage Marketing by the Customer Equity Test.” Harvard Business Review, 1 July 1996, hbr.org/1996/07/ manage-marketing-by-the-customer-equity-test. Accessed 10 June. 2020.
• Braojos et. al., (2015). “How do small firms learn to develop a social media competence?”. International Journal of Information Management, 35(4), 443–458.
• Cai, S., and Xu, Y. (2011). “Designing not just for pleasure: effects of website seathetics on consumer shopping value”. International Journal of Electronic Commerce, 15(4), 159-188.
• Chen et. al., (2011). “The Role of Marketing in Social Media: How Online Consumer Reviews Evolve”. Journal of Interactive Marketing, 25(2), 85-94.
• Chen, Mei-Fang, and Chia-Lin Lee. (2015). “The Impacts of Green Claims on Coffee Consumers’ Purchase Intention.” British Food Journal, vol. 117, no. 1, 5 Jan. 2015, pp. 195–209, 10.1108/bfj-07-2013-0196. Accessed 15 May 2020.
• Dwivedi, Y., & Irani, Z. (2009). “Understanding the adopters and non-adopters of broadband”.
• Ecommerce Industry of India, (2020). “Industry Overview, Market Size & Growth| IBEF”. [online] Ibef.org. Available at: [Accessed 27 June 2020]. • Gale and Bradley (1994). “Managing Customer Value”. New York: The Free Press.
• Gunelius, S. (2011). “30 minute Social Media Marketing: Step by Step Techniques to Spread the Words about your Business”, McGraw-Hill: USA. • Hyun, Sunghyup Sean. (2009). “Creating a Model of Customer Equity for Chain Restaurant Brand Formation.” International Journal of Hospitality Management, vol. 28, no. 4, Dec. 2009, pp. 529–539, 10.1016/j.ijhm.2009.02.006.
• Kamboj et. al., (2018). “Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-organism response”. International Journal of Information Management, 39(April), 169–185.
• Kim et. al. (2015). “The effect of adopting and using a brand’s mobile application on customer’s subsequent purchase behaviour”. J. Interact. Mark. 23, 28–41.
• Kim, Angella Ji-Young, and Eun-Ju Ko. (2010). “The Impact of Design Characteristics on Brand Attitude and Purchase Intention – Focus on Luxury Fashion Brands -.” Journal of the Korean Society of Clothing and Textiles, vol. 34, no. 2, 28 Feb. 2010, pp. 252–265, 10.5850/jksct.2010.34.2.252. Accessed 6 June. 2020.
