Are social media replacing traditional media in terms of brand equity creation?

Are social media replacing traditional media in terms of brand equity creation? Purpose – The purpose of this paper is to investigate the relative impact of brand communication on brand equity through social media as compared to traditional media. In a juxtaposition of different industries it aims at: investigating whether both communication instruments have an impact on consumer‐based brand equity; comparing the effect sizes of these two communication instruments; and separating the effects of firm‐created and user‐generated social media communication. Design/methodology/approach – A total of 393 data sets from three different industries, namely tourism, telecommunications, and pharmaceuticals, were generated using a standardized online‐survey. Structural equation modeling was used in the analysis of the data obtained to investigate the interplay of social media and traditional media in general, as well as in an examination of industry‐specific differences. Findings – The results of the empirical study show that both traditional communications and social media communications have a significant impact on brand equity. While traditional media has a stronger impact on brand awareness, social media communications strongly influence brand image. Firm‐created social media communication is shown to have an important impact on functional brand image, while user‐generated social media communication exerts a major influence on hedonic brand image. Furthermore, the present study highlights significant differences between the industries under investigation. Originality/value – The research described in this paper is pioneering in that it juxtaposes the impacts of social media and traditional media on brand equity – a topic of increasing interest to firms in the era of Facebook and Twitter but so far largely uninvestigated. Moreover, the differentiation between firm‐created and user‐generated social media communication, which is gaining increasingly in importance, as companies see their brand marketing power devolve to the consumer through social media platforms, offers valuable insights to marketing practitioners and academics. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Management Research Review Emerald Publishing

Are social media replacing traditional media in terms of brand equity creation?

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Publisher
Emerald Publishing
Copyright
Copyright © 2012 Emerald Group Publishing Limited. All rights reserved.
ISSN
2040-8269
DOI
10.1108/01409171211255948
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to investigate the relative impact of brand communication on brand equity through social media as compared to traditional media. In a juxtaposition of different industries it aims at: investigating whether both communication instruments have an impact on consumer‐based brand equity; comparing the effect sizes of these two communication instruments; and separating the effects of firm‐created and user‐generated social media communication. Design/methodology/approach – A total of 393 data sets from three different industries, namely tourism, telecommunications, and pharmaceuticals, were generated using a standardized online‐survey. Structural equation modeling was used in the analysis of the data obtained to investigate the interplay of social media and traditional media in general, as well as in an examination of industry‐specific differences. Findings – The results of the empirical study show that both traditional communications and social media communications have a significant impact on brand equity. While traditional media has a stronger impact on brand awareness, social media communications strongly influence brand image. Firm‐created social media communication is shown to have an important impact on functional brand image, while user‐generated social media communication exerts a major influence on hedonic brand image. Furthermore, the present study highlights significant differences between the industries under investigation. Originality/value – The research described in this paper is pioneering in that it juxtaposes the impacts of social media and traditional media on brand equity – a topic of increasing interest to firms in the era of Facebook and Twitter but so far largely uninvestigated. Moreover, the differentiation between firm‐created and user‐generated social media communication, which is gaining increasingly in importance, as companies see their brand marketing power devolve to the consumer through social media platforms, offers valuable insights to marketing practitioners and academics.

Journal

Management Research ReviewEmerald Publishing

Published: Aug 3, 2012

Keywords: Brand management; Brand equity; Marketing communications; Social media; Traditional media; Word of mouth

References

  • Do online reviews matter? An empirical investigation of panel data
    Duan, W.; Gu, B.; Whinston, A.B.
  • The firm's management of social interactions
    Godes, D.; Mayzlin, D.; Chen, Y.; Das, S.; Dellarocas, C.; Pfeiffer, B.; Libai, B.; Sen, S.; Shi, M.; Verlegh, P.
  • Twitter power: tweets as electronic word of mouth
    Jansen, B.; Zhang, M.; Sobel, K.; Chowdury, A.
  • The measurement and dimensionality of brand associations
    Low, G.S.; Lamb, C.W.J.
  • Cross‐channel integration of advertising: does personal involvement matter?
    Wang, A.
  • An examination of selected marketing mix elements and brand equity
    Yoo, B.; Donthu, N.; Lee, S.

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