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

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New Advances in Information Systems and Technologies

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

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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.

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Author information

Authors and Affiliations

  1. Department of Business Administraiton, Tunghai University, Taichung City, Taiwan

    Bih-Huang Jin

  2. Institute of Information Management, National Chio Tung University, Hsinchu City, Taiwan

    Yung-Ming Li

Authors
  1. Bih-Huang Jin
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  2. Yung-Ming Li
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Corresponding author

Correspondence to Bih-Huang Jin .

Editor information

Editors and Affiliations

  1. DEI/FCT, Universidade de Coimbra, Coimbra, Portugal

    Álvaro Rocha

  2. ISEGI,, Universidade Nova de Lisboa, Lisboa, Portugal

    Ana Maria Correia

  3. College of Engineering, The Ohio State University, Columbus, Ohio, USA

    Hojjat Adeli

  4. DSI, Universidade do Minho, Guimarães, Portugal

    Luis Paulo Reis

  5. Rua Dom Manoel de Medeiros, s/n, DoisIrm, Universidade Federal Rural de Pernambuco, Recife, Brazil

    Marcelo Mendonça Teixeira

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© 2016 Springer International Publishing Switzerland

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Jin, BH., Li, YM. (2016). The Role of Information, Experience and Participation in Building Brand Equity on Social Media. In: Rocha, Á., Correia, A., Adeli, H., Reis, L., Mendonça Teixeira, M. (eds) New Advances in Information Systems and Technologies. Advances in Intelligent Systems and Computing, vol 444. Springer, Cham. https://doi.org/10.1007/978-3-319-31232-3_4

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  • DOI: https://doi.org/10.1007/978-3-319-31232-3_4

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-31231-6

  • Online ISBN: 978-3-319-31232-3

  • eBook Packages: EngineeringEngineering (R0)

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