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EMAC 2020 Annual Conference


CREATING BRAND LOVE AND BRAND EQUITY THROUGH THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND ENGAGEMENT AND BRAND INTIMACY
(A2020-64463)

Published: May 27, 2020

AUTHORS

Alper OZER, Ankara University; İrem Buran, Ankara University Graduate School of Social Sciences; Akin Kocak, Ankara ; Mehmet OZER, Ankara University

KEYWORDS

Social media marketing activities; brand engagement; brand intimacy

ABSTRACT

The purpose of this paper is to examine the effects of social media marketing (SMM) activities on brand engagement, brand intimacy, and brand love. While previous studies have examined the effects of SMM activities on brand love and brand equity, brand engagement and brand intimacy have rarely been examined in the SMM literature. To fill this research gap, this study draws from Social Identity Theory and seeks to explore the effect of SMM activities on brand engagement and brand intimacy and how these two dimensions’ impact brand love. Data were collected from 453 consumers. The findings show that SMM activities have positive effect on brand intimacy, brand engagement and brand love, and both brand intimacy and brand engagement has an impact on brand love. Finally, parallel to the literature, the effect of brand love on brand equity is confirmed.