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JOURNAL OF APPLIED BUSINESS AND ECONOMICS

Social Media Characteristics, Customer Relationship and Brand Equity

Author(s): Chieh-Min Chou

Citation: Chieh-Min Chou, (2014) "Social Media Characteristics, Customer Relationship and Brand Equity," Journal of Applied Business and Economics, Vol. 16, Iss. 1, pp. 128-139

Article Type: Research paper

Publisher: North American Business Press

Abstract:

This study adopted a customer-centric relationship perspective to investigate the influence path from

social media characteristics to brand equity. 177 observations were collected from a professional

marketing community in Taiwan for hypotheses test. Research results show that brand equity is

significantly enhanced by a stronger online community customer relationship which is strengthened by

social media knowledge sharing mechanism and platform quality. This study re-confirms the effects of

customer-centric brand community integration on brand equity in online context and suggests that

managers should consider the contingent effects in terms of social media characteristic-industry-fit when

employing online brand community to enhance brand equity.