EFFECTS OF SOCIAL MEDIA COMMUNICATION ON BRAND EQUITY AND BRAND PURCHASE INTENTION: A CASE STUDY ON DOMESTIC BRANDS IN BOSNIA AND HERZEGOVINA

EFFECTS OF SOCIAL MEDIA COMMUNICATION ON BRAND EQUITY AND BRAND PURCHASE INTENTION: A CASE STUDY ON DOMESTIC BRANDS IN BOSNIA AND HERZEGOVINA

SOFTIC, Sumeja
POTURAK, Mersid

Abstract: Social media is forming an increasingly central part of how companies communicate their marketing strategies to their customers. Online communities carry a strong and influential voice, and there is much to be gained from engaging directly with people through these channels – whether it is reaching and keeping existing customers or acquiring new ones. In light of such positive ground for social media this study aims to provide an empirical analysis of the impact social media communication has on brand equity and purchase intention. A systematic literature review has been conducted in order to understand how the dimensions of social media create word of mouth i.e. electronic word of mouth (E-WOM) on social media platforms and how this E-WOM further influences brand equity and customers’ purchase intention of domestic brands in Bosnia and Herzegovina. 300 data sets were generated through a standardized online-survey and analyzed in SPSS. The results of the empirical study showed that both .rm-created and user-generated social media communication in.uence brand equity, consequently impacting brand purchase intention.

Conference or Workshop Item
PeerReviewed

2016

3336