Research on the Social Media Marketing Activities Based on Linear Statistics

DOI

10.2991/978-94-6463-042-8_10How to use a DOI?

Keywords

social media marketing activities; brand equity; electronic world-of-mouth; skincare brand

Abstract

The purpose of this research is to investigate the impact of skincare brands' social media marketing activities (SMMA) on potential consumers' perceived brand equity and electronic word-of-mouth and the differences in responses to social media marketing activities between consumers of different genders. A self-administered questionnaire was developed and administered to 174 social media users. The result indicated that skincare SMMA, especially those containing informational features, have significant positive effects on potential consumers' brand equity perception and electronic word-of-mouth. It also indicates that there are differences in responses to brand equity from potential consumers of different genders. Females have more positive responses to brand awareness and brand loyalty than males.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Zheqi Zheng
PY  - 2022
DA  - 2022/12/29
TI  - Research on the Social Media Marketing Activities Based on Linear Statistics
BT  - Proceedings of the 2022 International Conference on mathematical statistics and economic analysis (MSEA 2022)
PB  - Atlantis Press
SP  - 53
EP  - 60
SN  - 2352-538X
UR  - https://doi.org/10.2991/978-94-6463-042-8_10
DO  - 10.2991/978-94-6463-042-8_10
ID  - Zheng2022
ER  -