The Influence of Social Media Marketing on Brand Equity: Evidence from the Fast-Food Industry in Brazil
DOI:
https://doi.org/10.47604/ijsmp.2455Keywords:
Digital Marketing Adoption, Firm PerformanceAbstract
Purpose: The aim of the study was to investigate the impact of digital marketing adoption on firm performance: a case study of small and medium enterprises in India.
Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.
Findings: The study investigates how social media marketing impacts brand equity in Brazil's fast-food industry. It finds a positive link between effective social media strategies and key brand equity measures like awareness, perceived quality, and loyalty. Brands with robust social media presence tend to enjoy greater visibility and are seen as offering higher quality. Furthermore, these efforts cultivate stronger consumer connections, potentially offering a competitive advantage.
Unique Contribution to Theory, Practice and Policy: Social identity theory, consumer engagement theory & gratifications theory may be used to anchor future studies on the impact of digital marketing adoption on firm performance: a case study of small and medium enterprises in India. Fast-food brands should prioritize measurement and evaluation of social media marketing efforts to assess their impact on brand equity. Government agencies and regulatory bodies in Brazil should collaborate with industry stakeholders to develop guidelines and best practices for social media marketing in the fast-food industry.
Downloads
References
Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. Free Press.
Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2011). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114.
Chen, X., Li, X., & Guo, H. (2020). Research on the Brand Image of Huawei Mobile Phone under the Background of Globalization. Open Journal of Business and Management, 8(5), 2351-2372.
Chinomona, R., Lin, Y., Wang, C. L., & Hinson, R. E. (2019). Brand experience, brand relationship quality, and brand loyalty in China: A research agenda. Journal of Product & Brand Management, 28(3), 311-327. https://doi.org/10.1108/JPBM-03-2018-1712
Choi, S. M., & Rifon, N. J. (2012). Who's talking? An exploration of the factors influencing online word of mouth. Journal of Interactive Advertising, 12(3), 38-52.
Das, A. (2020). Tata Group: The Brand's Journey Towards Brand Trust and Recognition. IIM Kozhikode Society & Management Review, 9(2), 191-203. https://doi.org/10.1177/2277975219872894
Fang, E., Palmatier, R. W., & Evans, K. R. (2019). The Influence of Brand Relationship Norms on Consumer Brand Relationships: A Cross-National Examination. Journal of International Marketing, 27(3), 1-24.
Gulati, R., & Kumar, V. (2017). Coca-Cola’s Brand Equity in India. IIMB Management Review, 29(4), 233-242. https://doi.org/10.1016/j.iimb.2017.11.002
Gummerus, J., Liljander, V., Weman, E., & Pihlström, M. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857-877.
Gupta, S., & Khan, A. (2016). Impact of Brand Image on Customer Loyalty: A Study of Tata Motors in India. Journal of Marketing Management, 4(1), 1-19.
Han, S. H., Kim, J. K., & Lee, J. H. (2018). The impact of corporate social responsibility on brand equity and firm performance: The case of Korean retail companies. Sustainability, 10(9), 1-19. https://doi.org/10.3390/su10092946
Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We're all connected: The power of the social media ecosystem. Business Horizons, 54(3), 265-273.
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation. Journal of Interactive Marketing, 28(2), 149-165.
Jin, B., Lee, C. K., Lee, H. G., & Kim, M. (2016). The Influence of Brand Experience on Brand Equity in the Case of South Korea's Smartphone Market. Indian Journal of Science and Technology, 9(14), 1-10.
Jung, H. S., Lee, J. K., & Jung, Y. S. (2017). Effect of product aesthetics on brand perception and brand loyalty in the Korean cosmetics industry. Journal of Fashion Marketing and Management: An International Journal, 21(2), 214-229. https://doi.org/10.1108/JFMM-11-2016-0108
Kalyani, R., & Mahalingam, M. (2017). Branding an IT Services Firm: A Study on Brand Image of Infosys Technologies Limited. Indian Journal of Marketing, 47(6), 7-16.
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.
Kim, J. H., Park, S. C., & Park, J. W. (2017). Influence of Brand Personality on Brand Trust and Brand Loyalty: A Case of Smart Phone Users. Journal of Global Fashion Marketing, 8(4), 277-288.
Kim, S. H., & Kim, S. (2017). The Effects of Corporate Brand Image and Brand Credibility on Customer Satisfaction, Loyalty, and Repurchase Intention. International Journal of Retail & Distribution Management, 45(6), 537-550.
Kumar, A., & Dash, S. (2017). A Study on Brand Equity with reference to Tata Group Companies. International Journal of Research in Management & Business Studies, 4(3), 35-44.
Kumar, R., & Kumar, A. (2016). A Study on Brand Loyalty Towards Infosys among Engineering Students in Salem. International Journal of Science Technology and Management, 5(2), 53-62.
Kwon, O. S., & Hwang, J. S. (2018). The Effect of Customer Value and Brand Equity on Customer Satisfaction and Loyalty in Automobile Market. International Journal of Engineering and Technology, 10(5), 281-289.
Li, X., & Zhang, Z. (2018). Study on Brand Quality Management of E-commerce Enterprises Based on Internet Big Data. Open Journal of Business and Management, 6(4), 1345-1357.
Luo, Y., & Zhong, S. (2019). Brand Equity Research: A Case Study of Huawei's Mobile Phone. Open Journal of Social Sciences, 7(5), 69-83.
Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring Motivations for Brand-Related Social Media Use. International Journal of Advertising, 30(1), 13-46.
Okpanachi, J., Eshiri, O., & Lawal, I. (2018). Brand Equity and Customer Loyalty in Cement Industry in Nigeria. Journal of Marketing and Consumer Research, 45, 54-69. https://doi.org/10.7176/JMCR/45-05
Oliveira, P., & Santos, C. (2019). Havaianas: The Brazilian Brand. International Journal of Business and Economic Sciences Applied Research, 12(1), 1-10.
Onuoha, O. S., & Smith, A. N. (2016). Brand Equity, Customer Satisfaction, and Loyalty: A Study of MTN Nigeria. Research Journal of Business Management, 10(2), 107-118. https://doi.org/10.3923/rjbm.2016.107.118
Qin, F., Frazier, G. V., & Yu, Y. (2018). The Huawei Way: Lessons from an International Growth Company. Thunderbird International Business Review, 60(5), 759-769.
Rego, G., & Morgan, N. A. (2017). Understanding Natura’s Sustainable Marketing and Brand Equity. Thunderbird International Business Review, 59(6), 849-864. https://doi.org/10.1002/tie.21879
Souto, S. M., Torres, C. V., & Oliveira, F. J. (2020). Digital marketing strategies and brand equity: A bibliometric analysis. International Journal of Business Administration, 11(2), 62-78.
Srivastava, N., Chakrabarti, P. M., & Sen, S. (2018). Brand Equity of IT Industry: A Study on Infosys. Journal of Theoretical and Applied Information Technology, 96(6), 1716-1726.
Statista. (2022). Brand awareness of selected brands in the United Kingdom (UK) in 2021. https://www.statista.com/statistics/1229506/brand-awareness-selected-brands-united-kingdom-uk/
Sun, X., Wu, F., & Zhao, Y. (2019). The Impact of Brand Image on Customer Loyalty: A Study of Alibaba in China. Open Journal of Business and Management, 7(2), 1313-1324.
Tortora, C., Vaccaro, A., & Valenzi, V. (2021). The impact of social media marketing activities on the brand equity of Italian fashion firms. Journal of Fashion Marketing and Management: An International Journal, 25(1), 25-39.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Matheus Pereira
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution (CC-BY) 4.0 License that allows others to share the work with an acknowledgment of the work’s authorship and initial publication in this journal.
