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Using the Power of Social Media Marketing to Build Consumer-Based Brand Equity

Using the Power of Social Media Marketing to Build Consumer-Based Brand Equity

Kelley O'Reilly, Karen M. Lancendorfer
Copyright: © 2015 |Pages: 22
ISBN13: 9781466673571|ISBN10: 1466673575|EISBN13: 9781466673588
DOI: 10.4018/978-1-4666-7357-1.ch105
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MLA

O'Reilly, Kelley, and Karen M. Lancendorfer. "Using the Power of Social Media Marketing to Build Consumer-Based Brand Equity." Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2015, pp. 2135-2156. https://doi.org/10.4018/978-1-4666-7357-1.ch105

APA

O'Reilly, K. & Lancendorfer, K. M. (2015). Using the Power of Social Media Marketing to Build Consumer-Based Brand Equity. In I. Management Association (Ed.), Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications (pp. 2135-2156). IGI Global. https://doi.org/10.4018/978-1-4666-7357-1.ch105

Chicago

O'Reilly, Kelley, and Karen M. Lancendorfer. "Using the Power of Social Media Marketing to Build Consumer-Based Brand Equity." In Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 2135-2156. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-7357-1.ch105

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Abstract

This chapter highlights how companies might use social media marketing to build brand credibility and, ultimately, consumer-based brand equity. By building brand credibility and equity through SMM, companies can connect with distinctly different consumer groups. Because consumers are adept integrators of marketing communication channels within and across media, companies with strong virtual communities may reap even greater results from the theoretical perspective of customer-based brand equity discussed within the chapter. Marketing scholars and practitioners alike may find this chapter of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively using social media as a marketing tool.

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