The impact of social media marketing on brand equity - A perspective of the telecommunication industry in Ghana

The impact of social media marketing on brand equity - A perspective of the telecommunication industry in Ghana

Bernard K. Okpattah and Emmanuel Arthur George Kofi Amoako

Purpose-As the digital version of word-of-mouth, social media represents the materialization, storage, and retrieval of word-of-mouth content online. The study examined the social media marketing activities of Vodafone and MTN Ghana’s Facebook pages and the objectives set for this purpose were to determine whether social media marketing activities enhance brand equity, identify the kind of social media marketing activities that enhance brand equity and investigate the effects of social media marketing on brand equity.
Design/Methodology-The study used 203 valid responses out of 300 questionnaires that were distributed. The study used the quantitative research method; and the quantitative data was analysed using the PLS approach of the Structural Equation Model (SEM).
Results/Findings-Results showed that social media marketing contributed more to the brand association, loyalty and perceived quality …

Journal of the Academy of Business and Retail Management (ABRM)

2019

https://scholar.google.com/citations?view_op=view_citation&hl=en&user=hXmr_bYAAAAJ&cstart=20&pagesize=80&citation_for_view=hXmr_bYAAAAJ:iKswqCX-FLkC

English