Impact of Social Media Marketing on Brand Experience (Record no. 94809)

MARC details
000 -LEADER
fixed length control field 02098nab a2200205 4500
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 190503b ||||| |||| 00| 0 eng d
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Beig, Faseeh Amin
245 ## - TITLE STATEMENT
Title Impact of Social Media Marketing on Brand Experience
Remainder of title A Study of Select Apparel Brands on Facebook
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc
Name of publisher, distributor, etc
Date of publication, distribution, etc
300 ## - PHYSICAL DESCRIPTION
Extent 264–275 p.
520 ## - SUMMARY, ETC.
Summary, etc Social media (SM) is an important and emerging area of research, which is of interest to marketers and academicians. Researchers have been studying the impact of social media marketing (SMM) on dimensions such as consumer-based brand equity, purchase intentions, attitudes and others. However, there are insignificant number of studies that have investigated the influence of SMM on brand experience. In this study, content sharing and interaction have been identified as two important marketing activities carried out by organizations in virtual communities. Therefore, the main objective of this study is to investigate the impact of content sharing and interaction on four dimensions of brand experience (sensory, affective, behavioural and intellectual). A mall-intercept survey was used to collect the data and 300 respondents were targeted, which resulted in 205 complete responses. Exploratory factor analysis (EFA) was run on independent and dependent variables, which was followed by confirmatory factor analysis (CFA) to validate the scale. The measurement scale was found to be reliable as well as valid. To test the hypothesis, structural equation modelling (SEM) was used and eight hypotheses were tested. The results showed that the content sharing and interaction have a positive significant impact on sensory, affective, behavioural and intellectual experiences.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Brand Experience
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Social Media
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Social Media Marketing
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Interaction
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Content Sharing
773 0# - HOST ITEM ENTRY
Host Biblionumber 39825
Place, publisher, and date of publication Sage Publisher New Delhi
Other item identifier S88856
Title Vision:The Journal of Business Perspective; 22(3) Sept 2018
International Standard Serial Number 0972-2629
856 ## - ELECTRONIC LOCATION AND ACCESS
Uniform Resource Identifier http://192.168.6.75/libsuite/mm_files/Articles/AR16946.pdf
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme Dewey Decimal Classification
Item type Articles
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Home library Current library Date acquired Total Checkouts Barcode Date last seen Koha item type
    Dewey Decimal Classification     Main Library Main Library 03/05/2019   AR16946 03/05/2019 Articles

Powered by Koha