000			02098nab a2200205 4500
999			_c94809 _d94809
008			190503b ||||| |||| 00| 0 eng d
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