Social Media
Journal of Business Research 65 (2012) 1480–1486
Contents lists available at SciVerse ScienceDirect
Journal of Business Research
Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand☆
Angella J. Kim a, 1, Eunju Ko b,⁎ a b
University of Minnesota, College of Design Department of Design, Housing, and Apparel, 346 McNeal Hall, 1985 Buford Avenue St. Paul, MN 55108, USA
University, College of Human Ecology Department of Clothing and Textiles, 262 Seongsanno, Seodaemun-gu, Samsung Hall 318, Seoul 120-749, Republic of Korea
article
info
Article history:
Received 1 December 2010
Received in revised form 1 June 2011
Accepted 1 August 2011
Available online 28 October 2011
Keywords:
Luxury brands
Perceived social media marketing (SMM) activities Value equity
Relationship equity
Brand equity
Customer equity
Purchase intention
abstract
In light of a growing interest in the use of social media marketing (SMM) among luxury fashion brands, this study set out to identify attributes of SMM activities and examine the relationships among those perceived activities, value equity, relationship equity, brand equity, customer equity, and purchase intention through a structural equation model. Five constructs of perceived SSM activities of luxury fashion brands are entertainment, interaction, trendiness, customization, and word of mouth. Their effects on value equity, relationship equity, and brand equity are significantly positive. For the relationship between customer equity drivers and customer equity, brand equity has significant negative effect on customer equity while value equity and relationship equity show no significant effect. As for purchase intention, value equity and relationship equity had significant positive effects, while relationship equity had no significant influence. Finally, the relationship between purchase intention and customer equity has significance. The findings of
Contents lists available at SciVerse ScienceDirect
Journal of Business Research
Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand☆
Angella J. Kim a, 1, Eunju Ko b,⁎ a b
University of Minnesota, College of Design Department of Design, Housing, and Apparel, 346 McNeal Hall, 1985 Buford Avenue St. Paul, MN 55108, USA
University, College of Human Ecology Department of Clothing and Textiles, 262 Seongsanno, Seodaemun-gu, Samsung Hall 318, Seoul 120-749, Republic of Korea
article
info
Article history:
Received 1 December 2010
Received in revised form 1 June 2011
Accepted 1 August 2011
Available online 28 October 2011
Keywords:
Luxury brands
Perceived social media marketing (SMM) activities Value equity
Relationship equity
Brand equity
Customer equity
Purchase intention
abstract
In light of a growing interest in the use of social media marketing (SMM) among luxury fashion brands, this study set out to identify attributes of SMM activities and examine the relationships among those perceived activities, value equity, relationship equity, brand equity, customer equity, and purchase intention through a structural equation model. Five constructs of perceived SSM activities of luxury fashion brands are entertainment, interaction, trendiness, customization, and word of mouth. Their effects on value equity, relationship equity, and brand equity are significantly positive. For the relationship between customer equity drivers and customer equity, brand equity has significant negative effect on customer equity while value equity and relationship equity show no significant effect. As for purchase intention, value equity and relationship equity had significant positive effects, while relationship equity had no significant influence. Finally, the relationship between purchase intention and customer equity has significance. The findings of