Influence Of Social Media Marketing Activities On Customer Equities And Electronic Word Of Mouth

Abstract

ABSTRACT: Purpose: Marketing activities are a form of investment to improve customer loyalties. The use of social media has taken the place of the traditional marketing channel, and firms are placing more efforts on social media. Social media marketing activities (SMMAs) are endorsed for the delivery of customer-based value, relationship, and brand level equities. The broader objective of SMMAs is the achievement of electronic word of mouth (eWOM) by respective brand-customers from the SMMAs. This study aimed to explore the effects of SMMAs on customer value equity, relationship equity, and brand equity, and how customer equities can influence eWOM among apparel customers. Design/methodology/approach: The data were collected using convenience sampling from local university students. The collected data were analysed with SmartPLS. Findings: The data analysis revealed that SMAs significantly influence the value equity for apparel customers. However, entertainment and trendiness insignificantly influence the relationship between equity and brand equity. Finally, the value equity and brand equity significantly influence the eWOM among apparel customers. Originality/value: The findings suggested that the SMMAs adopted by Malaysian apparel firms should focus on the entertainment and trendiness to achieve positive eWOM for their respective brands.