000			01631nam a2200205 4500
999			_c51151 _d51151
003			OSt
005			20190425150911.0
008			190425b ||||| |||| 00| 0 eng d
100			_aAlam, Mohd. Sarwar _933494
245			_aThe Role of Social Media Communication in Brand Equity Creation: An Empirical Study.
300			_a34-78 p.
520			_aSocial media interactions among consumers have changed the marketing scenario. Businesses are actively present on social media platforms so that they can understand how consumers are responding to anything related to their brands. This is imperative as the consumers' online interactions and discussions are shaping the brand's image and purchase intentions. In the light of this environment, this study aims at finding out the influence of social media communications on brand equity with special focus on how the two dimensions of social media communication, i.e., brand or firm-related content and user-generated content influence brand equity and purchase intentions. The study shows that firm-created content over social media significantly influences functional brand image, whereas user-generated content significantly influences brand awareness and hedonic brand image. Further, brand awareness and hedonic brand image lead to brand attitude, which finally impacts purchase intention
653			_aBrand image
653			_aBrand equity
653			_aSocial media
653			_aCorporate communications
700			_aKhan, Bilal Mustafa _933495
773	0		_030415 _974210 _aMURTHY, E N _dIUP PUBLICATION HYDERABAD _o55510091 _tBRAND MANAGEMENT
942			_2ddc _cJA-ARTICLE