Role of traditional and social media in developing consumer‐based brand equity

• Published date: 01 May 2022
• Author: Ahsan Zubair,Rohaizat Baharun,Faiqa Kiran
• Date: 01 May 2022
• DOI: http://doi.org/10.1002/pa.2469

ACADEMIC PAPER

Role of traditional and social media in developing consumer-

based brand equity

Ahsan Zubair

1,2

| Rohaizat Baharun

1

| Faiqa Kiran

2

1

Azman Hashim International Business School,

Universiti Teknologi Malaysia, Johor Bahru,

Malaysia

2

Lyallpur Business School, Government

College University, Faisalabad, Pakistan

Correspondence

Ahsan Zubair, Azman Hashim International

Business School, Universiti Teknologi

Malaysia, Johor Bahru, Malaysia.

Email: ahsanzubair4002@gmail.com

New communication channels are creating tremendous opportunities for marketers.

The study aims to identify the role of marketing communication through an outdated

and social media consumer-based brand equity. Industries including fashion, mobile

service, and soft drinks were selected to better understand the phenomenon.

A quantitative survey-based approach was used to collect the data. Moreover, the

confirmatory factor analysis was used to understand the relationship among vari-

ables. In case of fashion industry, the results showed a positive effect of social media

marketing communications on the elements of brand equity. The results of mobile

industry declared that social media marketing positively influence the brand associa-

tion, perceived quality, and consumer's purchase intention. In soft drink industry,

results revealed that traditional and social media marketing had no major influence

on the elements of brand equity. Therefore, this study concludes that social media

marketing communication plays an important role in the creation of consumer-based

brand equity.

1|INTRODUCTION

Internet emerged as biggest source of information in new century.

Emergence of website has changed the globe of business. Social

media marketing became more dominant part of marketing and com-

munication in view of different marketers (Kaplan & Haenlein, 2010;

Sashi, 2012). According to Nielsen and Vizu (2013), 64% advertisers

stated that they will increase their paid social media marketing budget

after 2013. The social media usage is becoming part of daily life and

also it serves as an engagement tool for providing innovative ways to

connect people with each other and their favorite brands or events

(Nielsen, 2012).

New communication channels are creating tremendous opportu-

nities for marketers. The cost of communication is decreasing with

every passing day and popular social media websites are coming up

with low cost services to communicate with present and future poten-

tial customers (Castronovo & Huang, 2012; Palmer & Koenig-Lewis,

2009). Social media is helping marketers to listen the consumers

(Patino, Pitta, & Quinones, 2012). Therefore, social media marketing is

more viable as it can communicate directly with many consumers at a

time (Patino, Pitta, & Quinones, 2012) but this marketing is more

because it is difficult to control whole communication. Now cus-

tomers got more power though technology as compare to marketers

(Palmer & Koenig-Lewis, 2009).

Deloitte(2017) informed that Millennialhighly consider the reviews

and feedback of other customers on social media brand pages when

shopping online. Therefore, social media advertising managers have the

opportunity to control the perceptions of Millennial and measure the

online brandactivities (Chu, Lien,& Cao, 2019; Han & Kim, 2017).

Social media is a great communication tool which allows more

than one communication and enables the consumers to connect with

each other or nonconsumers in multiple ways (Patino, Pitta, & Qui-

nones, 2012). This new media has empowered the consumers to influ-

ence others in their social network (Sashi, 2012). Social media has also

given the opportunity of creating and sharing content so that con-

sumers can share anything easily (Kaplan & Haenlein, 2010). Delighted

consumers can share their experience with others in their social net-

work and satisfied customers are known as real advocates of market

(Sashi, 2012). Social marketing is referred as the usage of social media

platforms like Facebook, Twitter, Instagram, and so on for the purpose

of marketing. Social media marketing is a new addition in the set of

marketing tools to effect brand equity (Nielsen & Vizu, 2013).

Received: 4 June 2020 Revised: 1 September 2020 Accepted: 4 September 2020

DOI: 10.1002/pa.2469

J Public Affairs. 2022;22:e2469. wileyonlinelibrary.com/journal/pa © 2020 John Wiley & Sons, Ltd 1of11

https://doi.org/10.1002/pa.2469