The Role of Information, Experience and Participation in Building Brand Equity on Social Media

Conference paper
First Online:
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 444)

Abstract

Social media has changed the interactive mode between business and customer, which are important factors contributing to marketing 3.0. This study is to understand how to use social media as a marketing tool to build brand for social media users, considering the influence of friends. This study used online questionnaires to collect data, and to verify the impact of these factors on brand trust, brand loyalty and brand equity. The study found the information, experience, and participation could influence brand equity through brand trust and brand loyalty.

Keywords

Brand equity Social media Information Experience Participation 
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Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  1. 1.Department of Business AdministraitonTunghai UniversityTaichung CityTaiwan
  2. 2.Institute of Information ManagementNational Chio Tung UniversityHsinchu CityTaiwan

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