The Role of Social Media Marketing on Brand Equity – A Literature Review

The Role of Social Media Marketing on Brand Equity – A Literature Review

Nisha Anupama Jayasuriya

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Dr. S. M. Ferdous Azam

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Prof. Dr Ali Khatibi

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Prof. Dr Halinah Atan

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Dr. Isuri Roche Dharmaratne

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α Sri Lanka Institute of Information Technology

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Abstract

The purpose of this study is to summarize the past researchers about the impact of social media marketing on consumer-based brand equity and finding out gaps in knowledge. Although there is a large body of researches in social media marketing, little researches have been done on this topic. The limited awareness of using social media as a strategic tool limited business firms in utilizing it appropriately. Addressing this gap, this review paper summarises the scattered scholar’s writings and empirical findings on social media marketing (SMM) and consumer-based brand equity (CBBE). This research contributes to the academia and industry by identifying some research voids in extant study and providing directions for future researches.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

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Not applicable for this article.

How to Cite This Article

Nisha Anupama Jayasuriya. 2018. \u201cThe Role of Social Media Marketing on Brand Equity – A Literature Review\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 18 (GJMBR Volume 18 Issue E5): .

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GJMBR Volume 18 Issue E5
Pg. 25- 33

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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GJMBR-E Classification: JEL Code: M39

Submission ReceivedDecember 13, 2017
Peer Review Double Blind
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Accepted December 31, 2017
Published January 15, 2018

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v1.2

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July 14, 2018

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Article Matrices

Total Score: 115

Country: Sri Lanka

Subject: Global Journal of Management and Business Research - E: Marketing

Authors: Nisha Anupama Jayasuriya, Dr. S. M. Ferdous Azam, Prof. Dr Ali Khatibi, Prof. Dr Halinah Atan, Dr. Isuri Roche Dharmaratne (PhD/Dr. count: 2)

View Count (all-time): 158

Total Views (Real + Logic): 3045

Total Downloads (simulated): 1455

Publish Date: 2018 07, Sat

Monthly Totals (Real + Logic):

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Total Views: 3045

Total Downloads: 1455

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