Exploring Synergetic Effects of Social-Media Communication and Distribution Strategy on Consumer-Based Brand Equity

This study examines the effectiveness of social-media brand communication and intensive-distribution strategy on the consumer-based brand equity dimensions, also accounting for the moderating effect of product involvement. The theoretical framework is tested using data collected from 210 consumers who shopped in electronic-appliance stores (high involvement) or sports-apparel stores (low involvement) in a shopping mall in Hong Kong. Data analysis used partial least squares – structural equation modelling (PLS-SEM). The results show that firm-created social-media brand communication and distribution intensity are key factors influencing consumer-based brand equity, with the moderating effect of product involvement also confirmed. However, inconsistent with previous studies, there is only partial support for the impact of user-generated social-media brand communication on consumer-based brand equity dimensions for both high- and low-involvement products. This study enables managers and academics to better understand the combined effectiveness of social media marketing and distribution intensity, as well as the moderating effect of product-involvement level for better resource allocation.