The Impacts of Electronic Word of Mouth on Brand Equity in the Context of Social Media

Erfan Severi; Kwek Choon Ling; Amir Nasermoadeli

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The Impacts of Electronic Word of Mouth on Brand Equity in the Context of Social Media

机译：社交媒体背景下电子口碑对品牌资产的影响

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Social media has become the driving force which transforms the web into an interactive information andcommunications technology device. Social media has a significant role in influencing customer’s choice inselecting products and services based on the customers’ feedbacks that appeared in the weblogs, web sites,online boards and other kinds of user-generated content (Raman, 2009). It is indeed important to remember thatbrand equity is no longer valued by large sums of money that companies invest; instead customers are dictatingthe value of brand equity by what they are saying to each other. Therefore, this study will focus on evaluating theroles of various brand equity constructs (including brand loyalty, brand association, brand awareness and brandimage) in mediating the interrelation among electronic word of mouth and the dimensions of brand equity in thecontext of social media. There were total of 300 usable questionnaires were collected in this research. Thefinding revealed that there is an indirect inter-relationship between electronic word of mouth and the dimensionof brand equity, mediated by the respective various brand equity constructs.

机译：社交媒体已经成为将网络转变为交互式信息和通信技术设备的驱动力。社交媒体在根据客户在网站日志，网站，在线论坛和其他用户生成的内容中出现的反馈来选择产品和服务方面，在影响客户选择方面起着重要作用（Raman，2009）。确实重要的是要记住，品牌资产不再由公司投入的巨额资金来估值。取而代之的是，顾客通过彼此所说的来决定品牌资产的价值。因此，本研究将重点评估社交媒体背景下电子口碑与品牌资产规模之间的相互关系时，评估各种品牌资产结构（包括品牌忠诚度，品牌联想，品牌知名度和品牌形象）的作用。本研究共收集了300份可用问卷。研究发现，电子口碑与品牌资产规模之间存在间接的相互关系，这是由各自的品牌资产结构所介导的。

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《International Journal of Business and Management》 |2014年第8期|共页
作者
Erfan Severi; Kwek Choon Ling; Amir Nasermoadeli;
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中图分类经济计划与管理;
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机译：用户到品牌的社交媒体行为指示品牌及其对电子词汇和购买意图的影响：摘要

The Impacts of Electronic Word of Mouth on Brand Equity in the Context of Social Media

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