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Title SOCIAL MEDIA MARKETING AND CONSUMER RESPONSE: MEDIATING ROLE OF BRAND EQUITY AND MODERATING ROLE OF TRUST (AN EMPIRICAL INVESTIGATION OF APPAREL BRANDS IN FAISALABAD)

Author(s) Asad Bashir

Abstract Social media paly a very important role in building brand equity worldwide. The study aims to explore the impact of social media marketing on consumer responses. Trust moderates the relationship between social media marketing and brand equity in apparel industry of Pakistan. The brand equity mediates the relationship between social media marketing and consumer responses. The nature of study is quantitative in nature, while type of study is non-contrives and cross-sectional. The convenient sampling technique was used to collect data from consumers following Apparel brands at social media in Faisalabad, Pakistan. The data was collected form 204 respondents through survey questionnaires. The study use cause and effect approach by which hypothesis were developed and tested. Descriptive Statistic and Structural Equation Modeling (SEM) were used for the data analysis purpose. Scale validity and reliability is tested through Confirmatory Factor Analyses (CFA), Factor Loadings, Average Variance Extracted and Cronbach's alpha. The results found that social media marketing had positive and significant impact on brand equity. Brand equity significantly and positively impact the consumer attitudes. However, the social media marketing has direct positive but insignificant impact on consumer attitudes. Brand equity significantly mediated the relationship between social media marketing and consumer responses. Trust significantly moderated the relationship between social media marketing and brand equity, and also moderated the mediating effect of brand equity on consumer response.

Type Thesis/Dissertation

Faculty Management Sciences

Department Management Sciences

Language English

Publication Date 2019-05-03

Subject Marketing

Publisher NUML

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Format APA

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