Proceedings of The 6th International Conference on Future of Social Sciences
Year: 2023
DOI:
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The Impact of Social Media Marketing on Brand Equity: A Multiple Regression Analysis of Consumer Perceptions
Junphen Wannarak, Dr. Waiphot Kulachai, Patipol Homyamyen
ABSTRACT:
This research study aims to examine the impact of social media marketing on brand equity through an analysis of consumer perceptions. The objective is to identify the key factors within social media marketing that influence brand equity and determine their relative importance. The study utilizes multiple regression analysis to investigate the relationships between independent variables, including social media engagement, brand authenticity, perceived value, online brand communities, customer trust, and customer satisfaction, and the dependent variable, brand equity. The research controls demographic variables and other relevant factors to isolate the effects of social media marketing on brand equity. The findings will provide valuable insights for marketers and practitioners seeking to leverage social media to enhance brand equity. By understanding the significant factors that shape consumer perceptions and drive brand equity on social media platforms, marketers can develop effective strategies to engage consumers, build brand authenticity, create perceived value, foster online brand communities, gain customer trust, and improve customer satisfaction. Ultimately, this research contributes to the existing body of knowledge by shedding light on the impact of social media marketing on brand equity and offering actionable insights for marketers in the digital era.
Keywords: brand equity, customer satisfaction, customer trust, online brand communities, social media engagement