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100 _aBeig, Faseeh Amin
245 _aImpact of Social Media Marketing on Brand Experience
_bA Study of Select Apparel Brands on Facebook
260 _a
_b
_c
300 _a264–275 p.
520 _aSocial 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 _aBrand Experience
650 _aSocial Media
650 _aSocial Media Marketing
650 _aInteraction
650 _aContent Sharing
773 0 _039825
_dSage Publisher New Delhi
_oS88856
_tVision:The Journal of Business Perspective; 22(3) Sept 2018
_x0972-2629
856 _uhttp://192.168.6.75/libsuite/mm_files/Articles/AR16946.pdf
942 _2ddc
_c8