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

@article{Bruhn2012AreSM,
  title={Are social media replacing traditional media in terms of brand equity creation},
  author={Manfred Bruhn and Verena Schoenmueller and Daniela B. Sch{\"a}fer},
  journal={Management Research Review},
  year={2012},
  volume={35},
  pages={770-790}
}
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… 

Social vs traditional media communication: brand origin associations strike a chord

Purpose The purpose of this study is to develop an analytical comparison between the impact of social media communication (both user-generated and firm-created) and the effects of

The impact of brand communication on brand equity through Facebook

Purpose – The purpose of this article is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity

Conceptualizing the social media communication impact on consumer based brand equity

Purpose of the article: The purpose of this paper is to identify the impact of consumer-brand communication in social media on brand equity, providing conceptual model. Methodology/methods: The

SOCIAL MEDIA VS TRADITIONAL MEDIA AND THEIR IMPACT ON BRAND IMAGE COMMUNICATION ON INDIAN MILLENNIALS

The study focuses on examining which form of marketing out of the age-old Traditional Media or the latest Social Media Marketing has a greater impact on the consumer and which form, can communicate

The effect of social media communication on consumer perceptions of brands

Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the

Social Media Marketing Communication and Consumer-Based Brand Equity: An Account of Automotive Brands in Malaysia

Achieving brand equity are top priorities for many organizations because brand is one of the most prized assets of any organization. As such, the academia continues to exert considerable efforts on

The effect of firm created content and user generated content evaluation in social media on customer-based brand equity

The purpose of this paper is to investigate social media communication and its impact on customer-based brand equity. Compare two social media communication tools that are firm created content and

Response of the Millennial Generation to Brand Communications on the Brand Equity of Social Media

This research aims to define and analyze the influence of social media brand communication on the Consumer-Based Brand Equity (CBBE) model. In addition, this research analyzes the direct relationship

THE INFLUENCE OF SOCIAL MEDIA COMMUNICATION ON BRAND EQUITY: THE EVIDENCE FOR ENVIRONMENTALLY FRIENDLY PRODUCTS

The results show that firm-created social media Communication and personal involvement inventory have a positive influence, while user-generated social media communication negatively influences the elements of brand equity.

Impact of Social Media Marketing on Consumer-Based Brand Equity

This research paper explains the impact of social media marketing on the dimensions of Consumer-Based Brand Equity (CBBE) in fast-food restaurants. This relationship is tested between dimensions of
...

References

SHOWING 1-10 OF 56 REFERENCES

The Complementary Roles of Traditional and Social Media in Driving Marketing Performance

The media landscape has dramatically changed over the past decade, with traditional media (e.g., newspapers, television) now supplemented by social media (e.g., blogs, discussion forums). This new

The impact of marketing communication and price promotion on brand equity

This paper establishes a theoretical and empirical basis that shows the impact of marketing communications and price promotion on brand equity. The theoretical review supports applying analysis

Cross‐channel integration of advertising: does personal involvement matter?

Purpose – This paper aims to examine the effect of cross‐channel integration of an advertiser's television spot that invited viewers to play an online game and web site that featured the game on

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on

Effects of Word-of-Mouth versus Traditional Marketing: Findings from an Internet Social Networking Site

The authors study the effect of word-of-mouth (WOM) marketing on member growth at an Internet social networking site and compare it with traditional marketing vehicles. Because social network sites

Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities

Word-of-mouth (WOM) marketing—firms’ intentional influencing of consumer-to-consumer communications—is an increasingly important technique. Reviewing and synthesizing extant WOM theory, this article

Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?

Through Web-based consumer opinion platforms (e.g., epinions.com), the Internet enables customers to share their opinions on, and experiences with, goods and services with a multitude of other

The Thought Worlds of Marketing and Sales: Which Differences Make a Difference?

The literature is divided on whether differences between the thought worlds of marketing and sales are deleterious or beneficial. This article empirically investigates various facets of thought-world

An examination of selected marketing mix elements and brand equity

This study explores the relationships between selected marketing mix elements and the creation of brand equity. The authors propose a conceptual framework in which marketing elements are related to
...