Digital engagement in social media : likes as a predictor of brand value

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2018-05

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Lim, HyunJoo

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This study suggests indicators of consumers’ digital engagement with brand-related social media contents as a contemporary measure of brand equity and examines its relationship with brand value. The study analyzes this relationship based on the data collected from January 2016 to December 2017 on US brand performances, advertising spending, and Facebook interaction devices including “Likes” as well as “the number of users talking about this brand”. The results show that the total number of “Likes” a brand’s official fan page receives on Facebook has a statistically significant positive impact on the brand’s value. These findings not only support the consensus on brand equity as a driver of brand value, but also successfully denote consumer engagement measures as indicators of brand equity.

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