Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/173308
Authors: 
Schivinski, Bruno
Dabrowski, Dariusz
Year of Publication: 
2013
Series/Report no.: 
GUT FME Working Paper Series A 12/2013(12)
Abstract: 
Researchers and brand managers have limited understanding of the effects of firm-created and user-generated social media communication on brand equity, brand attitude, and purchase intention. Thus, we investigated 504 Facebook users using a standardized online survey across Poland. To test the proposed model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing, and mobile operators. In the data analysis, we applied the structural equation modeling technique. The results of our empirical studies showed that user-generated social media communication had a positive influence on brand equity and brand attitude. In addition, the analysis indicated that firm-created social media communication affected only brand attitude. Both brand equity and brand attitude showed a positive influence on purchase intention. Moreover, measurement invariance was assessed using a multi-group structural modeling equation. The findings revealed that the proposed model was invariant across the researched industries
Subjects: 
social-media
brand equity
brand attitude
purchase intention
Facebook
JEL: 
M31
M39
D83
Creative Commons License: 
https://creativecommons.org/licenses/by-nc-nd/3.0/deed.pl
Document Type: 
Working Paper

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