Keyword

Social media, Facebook, CBBE dimensions, Brand equity, FMCG, Egypt context

Abstract

The purpose of this paper is to examine the impact of firm-created and user-generated social media brand communication on five consumer-based brand equity (CBBE) dimensions through Facebook on the Egyptian fast-moving consumer goods (FMCG) industry.


This paper used quantitative approach, which consists of distributing, collecting, and analyzing large-scale questionnaire survey. Questionnaires were administered personally and electronically distributed.  Data were collected from 400 customers based on quota sampling technique to cover the Egyptian population distribution and analyzed by using Structural Equation Modelling (SEM).

The results of our paper showed that firm-created social media brand communication has a significant positive direct impact on only four CBBE dimensions (brand awareness, brand perceived quality, brand associations and brand trust). Whereas user-generated social media brand communication has no significant impact on brand perceived quality, brand loyalty, and brand trust. Additionally, it has been found that user-generated social media brand communication has a negative impact on brand awareness and brand associations.

This paper adds to the body of knowledge by focusing on the impact of two different types of social media communication (firm-created and user-generated social media brand communication) on 5 CBBE dimensions (brand awareness, brand perceived quality, brand associations, brand loyalty, and brand trust) in new context, which is the Egyptian FMCG industry. On the other hand, this paper provides vital information to the marketing specialists and brand managers to understand how CBBE dimensions could be built via two different types of social media communication.


Full Text : PDF
References
  1. Aaker, D. (1991), Measuring Brand Equity: Capitalizing on the Value of a Brand Name, The Free Press, New York, NY
  2. Anderson, J.C., & Gerbing, D.W. (1988). Structural equation modeling in practice: a review and recommended two-step approach. Psychological Bulletin, Vol.103 No.3 pp. 411-423.
  3. Arenas-Gaitan, J., Rondan-Cataluña, F.J. & Ramírez-Correa, P.E. (2013), “Social identity, electronic word-of-mouth and referrals in social network services”, Kybernetics, Vol. 42 No. 8, pp. 1149-1165.
  4. Atilgan, E., Akinci, S., Aksoy, S., & Kaynak, E. (2009). Customer-based brand equity for global brands: A multinational approach. Journal of Euromarketing, Vol.18 No.2, 115-132.
  5. Atilgan, E., Aksoy, S. & Akinci, S. (2005), “Determinants of brand equity: a verification approach in the beverage industry in Turkey”, Marketing Intelligence & Planning, Vol. 23 No. 3, pp. 237-248.
  6. Baldauf, A., Cravens, K.S. & Binder, G. (2003), “Performance consequences of brand equity management evidence from organizations in the value chain”, Journal of Product and Brand Management, Vol. 12 No. 4, pp. 220-236.
  7. Banks, D. & Daus, K. (2002). Customer. Community: Unleashing the Power of Your Customer Base. Jossey-Bass, San Francisco.
  8. Berthon, P.R., Pitt, L. and Campbell, C. (2008), “Ad lib: when customers create the ad”, CA Management Review, Vol. 50 No. 4, pp. 6-31.
  9. Boyd, D. M. and Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, Vol.13 No.1, pp. 210-230.
  10. Bruhn, M., Schoenmueller, V. and Schäfer, D.B. (2012), “Are social media replacing traditional media in terms of brand equity creation?”, Management Research Review, Vol. 35 No. 9, pp. 770-790. 
  11. Bruno, S. & Dabrowski, D. (2015), “The Impact of Brand Communication on Brand Equity Through Facebook". Journal of Research in Interactive Marketing Vol 9 No.1 pp.31-53. 
  12. Buil, I, Martinez, E, De Chernatony, L & Martinez, E 2013, ‘Examining the role of advertising
  13. and sales promotions in brand equity creation’, Journal of Business Research, Vol. 66, no.2013, 
  14. pp.115-122.
  15. Central Agency for Public Mobilization and Statistics (CAPMAS) (2017) retrieved on feburary,18 2017 from http://www.capmas.gov.eg/
  16. Chen, A.C. (2001). Using free association to examine the relationship between the characteristics of brand associations and brand equity. Journal of Product & Brand Management, Vol.10 No .6/7, pp.439-449. 
  17. Christodoulides, G., Jevons, C., & Bonhomme, J. (2012). Memo to marketers. Quantitative evidence for change: How user-generated content really affects brands? Journal of Advertising Research, Vol.52, pp.53–64.
  18. De Chernatony, L., & Cottam, S. (2006). Why are financial services brands not great? Journal of Product & Brand Management, Vol.15 No.2, pp. 88-97. 
  19. De Chernatony, L., & Dall’OlmoRiely, F. (1999). Experts’ views about defining services brands and the principles of service branding. Journal of Business Research, Vol.32 No 11 , pp.10-74.
  20. Dimitriadis, S & Kyrezis, N 2008, ‘Does trust in the bank build trust in its technology-based 
  21. channels?’, Journal of Financial Services Marketing, Vol. 13, no.1, pp. 28-38.
  22. Duffy, D. (2005). The evolution of customer loyalty strategy. Journal of Consumer Marketing, Vol. 22 No.4/5, pp. 284-286.

  23. E-Marketing Egypt (2017) The Internet users in Egypt Retrieved on February 13,2017 
  24. http://www.emarketing-egypt.com/
  25. eMarketer (2010). Social media in the marketing mix: Budgeting for 2011. Retrieved February 27, 2017 from http://www.scribd.com/doc/46344311/eMarketer-Social-Media-in-the-Marketing-MixBudgeting-for-2011.
  26. Fischer, E. & Reuber, A. R. (2011) 'Social interaction via new social media: (How) can interactions on Twitter affect effectual thinking and behavior?' Journal of Business Venturing, Vol.26 pp. 1-18.
  27. Gensler, S., Volckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013). Managing brands in the social media environment. Journal of Interactive Marketing, Vol.27, pp.242–256.
  28. Goh, K. Y., Heng, C. S., & Lin, Z. (2013). Social media brand community and consumer behavior: Quantifying the relative impact of user- and marketer-generated content. Information Systems Research, Vol.24 No.1, 88–107.
  29. Gronroos, C. (2007). Services management and marketing. (3rd ed.). Chichester: John Wiley & Sons. 
  30.  Hair, JF, Black, WC, Babin, BJ & Anderson, RE 2010, Multivariate data analysis, 7th edn, Prentice Hall, New Jersey.
  31. Hamann, D., William, R.L. Jr & Omar, M. (2007), “Branding strategy and consumer high-technology product”, Journal of Product & Brand Management, Vol. 16 No. 2, pp. 98-111.
  32. Hutter, K., Hautz, J., Dennhardt, S. and Füller, J. (2013), “The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook”, Journal of Product & Brand Management, Vol. 22 No. 5, pp. 342-351. 
  33.  Internet users around the world retrieved on March,20 2017 from 
  34. http://www.internetworldstats.com/stats1.htm
  35. Jang, H., Olfman, L., Ko, I., Koh, J., & Kim, K. (2008). The influence of on-line brand community characteristics on community commitment and brand loyalty. International Journal of Electronic Commerce, Vol.12 No.3, 57-80.
  36. Keller, K.L. (1993), “Conceptualizing, measuring and managing customer-based brand equity”, Journal of Marketing, Vol. 57 No. 1, pp. 1-22.
  37. Keller, K.L. (2003), Strategic Brand Management, Prentice Hall, Upper Saddle River, NJ.
  38. Khalid, R. (2016), Firm-created social media communication & consumer brand perceptions; Proceedings of Academics World 18 International Conference, Boston, USA, 28 January 2016, ISBN: 978-81-925751-1-7
  39. Kietzmann, J.H., Hermkens, K., McCarthy, I.P., Silvestre, B.S. (2011). Social Media? Get Serious! Understanding the Functional Building Blocks of Social Media. Business Horizons Vol.54 No. 1, pp. 241-251
  40. Kimpakorn, N., & Tocquer, G. (2010). Service brand equity and employee brand commitment. Journal of Services Marketing, Vol.24 No.5 , pp. 378-388.
  41. KPMG Africa Report 2016 retrieved on feburary, 25 2017 from
  42. https://assets.kpmg.com/content/dam/kpmg/br/pdf/2016/09/fast-moving-consumer-goods.pdf
  43. Kumar, R., Dash, S., & Purwar, P. (2013). The nature and antecedents of brand equity and its dimensions. Journal of Marketing Intelligence and Planning, Vol.3 No.2, 141-159.
  44. Lassar, W., Mittal, B. & Sharma, A. (1995), “Measuring customer-based brand equity”, Journal of Consumer Marketing, Vol. 12 No. 4, pp. 11-19.
  45. Li, C. and Bernoff, J. (2011), Groundswell: Winning in a World Transformed by Social Technologies, Harvard Business Review Press, Boston, M.A. 
  46. Lipsman, A., Mudd, G., Rich, M. & Bruich, S. (2012), “The power of ‘like’: how brands reach (and influence) fans through social-media marketing”, Journal of Advertising Research, Vol. 52 No. 1, pp. 40-52.
  47. Luk, S.T., & Yip, L.S. (2008). The moderator effect of monetary sales promotion on the relationship between brand trust and purchase behaviour. Journal of Brand Management, Vol.15 no. 6 452-464.
  48. Mägi, A.W. (2003), “Share of wallet in retailing: the effects of customer satisfaction, loyalty cards and shopper characteristics”, Journal of Retailing, Vol. 79 No. 2, pp. 97-106. 
  49. Mangold, W.G. and Faulds, D.J. (2009), “Social media: the new hybrid element of the promotion mix”, Business Horizons, Vol. 52 No. 4, pp. 357-65. 
  50. Muñiz, A. M., Jr., & Schau, H. J. (2007). Vigilante marketing and consumer-created communications. Journal of Advertising, Vol.36, pp. 35–50.
  51. N Kaplan, A.M. and Haenlein, M. (2012), “The britney spears universe: social media and viral marketing at its best”, Business Horizons, Vol. 55 No. 1, pp. 27-31. 
  52. Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., & Dean, D. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research,57(2), 209-224.

  53. Nunnally, JC & Bernstein, IH 1994, Psychometric Theory, 3rd edn, McGraw-Hill, NewYork.
  54. Palmatier, R.W., Scheer, L.K. and Stennkamp, J.B.E.M. (2007), “Customer loyalty to whom? Managing the bene ts and risks of salesperson-owned loyalty”, Journal of Marketing Research, Vol. 44 No. 2, pp. 185-199. 
  55.  Prahalad, C.K.& Ramaswamy, V., (2004) "Co‐creating unique value with customers", Strategy & Leadership, Vol. 32 No.3, pp.4-9.
  56. Rauyruen, P., Miller, K.E., & Groth, M. (2009). B2B services: Linking service loyalty and brand equity. Journal of Services Marketing, Vol.23 No.3, pp.175-186. 
  57. Riegner, C. (2007), “Word of mouth on the web: the impact of Web 2.0 on consumer purchase decisions”, Journal of Advertising Research, Vol. 47 No. 4, pp. 436-447. 
  58. Rios, R.E., & Riquelme, H.E. (2008). Brand equity for online companies. Marketing Intelligence & Planning, 26(7), pp.719-742.
  59. Saarijärvi, H.,  Kannan, P.K. &  Kuusela, H. (2013) "Value co‐creation: theoretical approaches and practical implications", European Business Review, Vol. 25 No. 1, pp.6-19.
  60. Schwab, Klaus. Fourth Industrial Revolution. 1st ed. The Crown Publishing Group, 2017. Print.
  61. Tong, X. & Hawley, J.M. (2009), “Measuring customer based brand equity: empirical evidence from the sportswear market in China”, Journal of Product & Brand Management, Vol. 18 No. 4, pp. 262-271.
  62. Torres, P.M., Augusto, M.G., & Lisboa, J.V. (2015). Determining the causal relationships that affect consumer-based brand equity: The mediating effect of brand loyalty. Marketing Intelligence and Planning, 33(6), 944-956.
  63. Tsiros, M., Mittal, V. and Ross, W.T. Jr. (2004), “The role of attributions in customer satisfaction: a reexamination”, Journal of Consumer Research, Vol. 31 No. 2, pp. 476-483. 
  64. Vargo, S.L.& Lusch, R.F. (2004) Evolving to a New Dominant Logic for Marketing. Journal of Marketing: Vol. 68, No. 1, pp. 1-17.
  65. Vrontis, D. & Papasolomou, I. (2007), “Brand and product building: the case of the Cyprus wine industry”, Journal of Product & Brand Management, Vol. 16 No. 3, pp. 159-167.
  66. Xu, J.B., & Chan, A. (2010). A conceptual framework of hotel experience and customer-based brand equity. International Journal of Contemporary Hospitability Management, 22(2), 174-193.
  67. Yacout, O.M., & Elsahn, M.F. (2011). Customer-based brand equity of Islamic banks in Bahrain: An empirical investigation. In Sandikci, O., & Rice, G. (Eds.).  Handbook of Islamic Marketing, UK: Edward Elgar Publishing Ltd, 274-299.
  68. Yoo, B. & Donthu, N. (2001), “Developing and validating a multidimensional consumer-based brand equity scale”, Journal of Business Research, Vol. 52, pp. 1-14.