International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12
line decor
  
line decor

 Volume 11, Issue 11 (November 2024), Pages: 156-167

----------------------------------------------

 Original Research Paper

Enhancing brand equity through social media marketing: A quantitative analysis of health and beauty product brands among Thai entrepreneurs

 Author(s): 

 Thunthida Nuamthong, Sumaman Parnkam *

 Affiliation(s):

 College of Digital Innovation Technology, Rangsit University, Lak Hok, Thailand

 Full text

  Full Text - PDF

 * Corresponding Author. 

  Corresponding author's ORCID profile: https://orcid.org/0009-0002-6821-7049

 Digital Object Identifier (DOI)

 https://doi.org/10.21833/ijaas.2024.11.016

 Abstract

This study aims to improve the brand equity of online health and beauty products among Thai entrepreneurs to enhance their competitiveness in global markets. Using elements from the Rough Set Delphi technique, the research examines the relationships between nine key components that contribute to building brand equity, analyzed through confirmatory factor analysis. A quantitative approach was used, collecting data from 600 manufacturers who utilize online social media platforms for marketing and distribution. The results show that the validated model includes all nine components, which closely align with real-world data. These components include marketing factors, social media marketing activity, brand association, perceived quality, brand awareness, brand image, brand trust, and brand loyalty, all of which play a critical role in developing brand equity. The study provides practical insights for health and beauty product manufacturers to strengthen brand sustainability, recommending a focus on understanding all nine components, especially social media marketing factors, brand loyalty, and brand image, to increase brand equity. Recognizing the importance of the other components is also essential for long-term brand growth.

 © 2024 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

 Brand equity, Social media marketing, Brand loyalty, Brand image, Perceived quality

 Article history

 Received 21 May 2024, Received in revised form 12 September 2024, Accepted 1 November 2024

 Acknowledgment

No Acknowledgment.

 Compliance with ethical standards

 Ethical considerations

This study was conducted in accordance with ethical research guidelines. Participation in the survey was voluntary, and informed consent was obtained from all participants prior to data collection. Participant anonymity and confidentiality were strictly maintained, and no personally identifiable information was collected.

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Nuamthong T and Parnkam S (2024). Enhancing brand equity through social media marketing: A quantitative analysis of health and beauty product brands among Thai entrepreneurs. International Journal of Advanced and Applied Sciences, 11(11): 156-167

 Permanent Link to this page

 Figures

 Fig. 1 Fig. 2 

 Tables

 Table 1 Table 2

----------------------------------------------   

 References (51)

  1. Aaker DA (1991). Managing brand equity: Capitalizing on the value of a brand name. The Free Press, New York, USA.   [Google Scholar]
  2. Aaker DA (1996). Building strong brands. The Free Press, New York, USA.   [Google Scholar]
  3. Abbasi H, Hajirasouliha M, and Faraji A (2014). Investigating the effects of different levels of CRM investment on development of brand equity. Management Science Letters, 4(4): 647-650. https://doi.org/10.5267/j.msl.2014.2.030   [Google Scholar]
  4. Algharabat R, Rana NP, Alalwan AA, Baabdullah A, and Gupta A (2020). Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media. Journal of Retailing and Consumer Services, 53: 101767. https://doi.org/10.1016/j.jretconser.2019.01.016   [Google Scholar]
  5. Anees-Ur-Rehman M, Wong HY, Sultan P, and Merrilees B (2018). How brand-oriented strategy affects the financial performance of B2B SMEs. Journal of Business and Industrial Marketing, 33: 303-315. https://doi.org/10.1108/JBIM-10-2016-0237   [Google Scholar]
  6. Ausat AMA (2023). The role of social media in shaping public opinion and its influence on economic decisions. Technology and Society Perspectives (TACIT), 1(1): 35-44. https://doi.org/10.61100/tacit.v1i1.37   [Google Scholar]
  7. Azlina A, Hartoyo, and Kirbandoko (2018). Analysis on brand equity of RJV cold-pressed juice. International Journal of Advanced Research, 6(12): 1269-1276. https://doi.org/10.21474/IJAR01/8264   [Google Scholar]
  8. Barreda AA, Bilgihan A, Nusair K, and Okumus F (2015). Generating brand awareness in online social networks. Computers in Human Behavior, 50: 600-609. https://doi.org/10.1016/j.chb.2015.03.023   [Google Scholar]
  9. Bilgili B and Ozkul E (2015). Brand awareness, brand personality, brand loyalty and consumer satisfaction relations in brand positioning strategies (a Torku brand sample). Journal of Global Strategic Management, 9: 89-106. https://doi.org/10.20460/JGSM.2015915576   [Google Scholar]
  10. Chaudhuri A and Holbrook MB (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65: 81-93. https://doi.org/10.1509/jmkg.65.2.81.18255   [Google Scholar]
  11. Christodoulides G, De Chernatony L, Furrer O, Shiu E, and Abimbola T (2006). Conceptualising and measuring the equity of online brands. Journal of Marketing Management, 22: 799-825. https://doi.org/10.1362/026725706778612149   [Google Scholar]
  12. Davcik NS, Vinhas da Silva R, and Hair JF (2015). Towards a unified theory of brand equity: Conceptualizations, taxonomy and avenues for future research. Journal of Product and Brand Management, 24: 3-17. https://doi.org/10.1108/JPBM-06-2014-0639   [Google Scholar]
  13. Delgado‐Ballester E and Luis Munuera‐Alemán J (2005). Does brand trust matter to brand equity? Journal of Product and Brand Management, 14: 187-196. https://doi.org/10.1108/10610420510601058   [Google Scholar]
  14. Dubbelink SI, Herrando C, and Constantinides E (2021). Social media marketing as a branding strategy in extraordinary times: Lessons from the COVID-19 pandemic. Sustainability, 13(18): 10310. https://doi.org/10.3390/su131810310   [Google Scholar]
  15. Godey B, Manthiou A, Pederzoli D, Rokka J, Aiello G, Donvito R, and Singh R (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12): 5833-5841. https://doi.org/10.1016/j.jbusres.2016.04.181   [Google Scholar]
  16. Hair Jr JF, Sarstedt M, Hopkins L, and Kuppelwieser GV (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2): 106-121. https://doi.org/10.1108/EBR-10-2013-0128   [Google Scholar]
  17. Henseler J, Ringle CM, and Sarstedt M (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43: 115-135. https://doi.org/10.1007/s11747-014-0403-8   [Google Scholar]
  18. Hoelter JW (1983). The analysis of covariance structures: Goodness-of-fit indices. Sociological Methods and Research, 11: 325-344. https://doi.org/10.1177/0049124183011003003   [Google Scholar]
  19. Homburg C, Klarmann M, and Schmitt J (2010). Brand awareness in business markets: When is it related to firm performance? International Journal of Research in Marketing, 27(3): 201-212. https://doi.org/10.1016/j.ijresmar.2010.03.004   [Google Scholar]
  20. Hsu L (2012). Web 3D simulation-based application in tourism education: A case study with second life. Journal of Hospitality, Leisure, Sport and Tourism Education, 11: 113-124. https://doi.org/10.1016/j.jhlste.2012.02.013   [Google Scholar]
  21. Ibrahim B, Aljarah A, and Ababneh B (2020). Do social media marketing activities enhance consumer perception of brands? A meta-analytic examination. Journal of Promotion Management, 26: 544-568. https://doi.org/10.1080/10496491.2020.1719956   [Google Scholar]
  22. Kalra A, Itani OS, and Rostami A (2023). Can salespeople use social media to enhance brand awareness and sales performance? The role of manager empowerment and creativity. Journal of Business and Industrial Marketing, 38: 1738-1753. https://doi.org/10.1108/JBIM-01-2022-0056   [Google Scholar]
  23. Keller KL (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing, 57(1): 1-22. https://doi.org/10.1177/002224299305700101   [Google Scholar]
  24. Keller KL (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29: 595-600. https://doi.org/10.1086/346254   [Google Scholar]
  25. Keller KL (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15: 139-155. https://doi.org/10.1080/13527260902757530   [Google Scholar]
  26. Keller KL and Swaminathan V (2020). Strategic brand management: Building, measuring, and managing brand equity. 5th Edition, Pearson, London, UK.   [Google Scholar]
  27. Kim AJ and Ko E (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3): 164-171. https://doi.org/10.1080/20932685.2010.10593068   [Google Scholar]
  28. Kim AJ and Ko E (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brands. Journal of Business Research, 65(10): 1480-1486. https://doi.org/10.1016/j.jbusres.2011.10.014   [Google Scholar]
  29. Kladou S and Kehagias J (2014). Assessing destination brand equity: An integrated approach. Journal of Destination Marketing and Management, 3(1): 2-10. https://doi.org/10.1016/j.jdmm.2013.11.002   [Google Scholar]
  30. Kline RB (2016). Principles and practice of structural equation modeling. 4th Edition, The Guilford Press, New York, USA.   [Google Scholar]
  31. Koay KY, Ong DLT, Khoo KL, and Yeoh HJ (2020). Perceived social media marketing activities and consumer-based brand equity: Testing a moderated mediation model. Asia Pacific Journal of Marketing and Logistics, 33(1): 53-72. https://doi.org/10.1108/APJML-07-2019-0453   [Google Scholar]
  32. Lestari A and Siswantini S (2019). Social media branding strategy in startup business. Jurnal Sekretaris dan Administrasi BISNIS, 3: 1-11. https://doi.org/10.31104/jsab.v3i1.72   [Google Scholar]
  33. Manthiou A, Kang J, and Schrier T (2014). A visitor-based brand equity perspective: The case of a public festival. Tourism Review, 69: 264-283. https://doi.org/10.1108/TR-04-2014-0016   [Google Scholar]
  34. Oh H (2000). The effect of brand class, brand awareness, and price on customer value and behavioral intentions. Journal of Hospitality and Tourism Research, 24(2): 136-162. https://doi.org/10.1177/109634800002400202   [Google Scholar]
  35. Oliveira M, Barbosa R, and Sousa A (2020). The use of influencers in social media marketing. In: Rocha Á, Reis J, Peter M, and Bogdanović Z (Eds.), Marketing and smart technologies: Smart innovation, systems and technologies: 112-124. Springer, Singapore, Singapore. https://doi.org/10.1007/978-981-15-1564-4_12   [Google Scholar]
  36. Peng Y, Yu M, He J, Wang X, and He H (2021). How to build brand equity for the SMEs in the Chinese catering industry. Advances in Economics, Business and Management Research, 203: 369-372. https://doi.org/10.2991/assehr.k.211209.061   [Google Scholar]
  37. Puspaningrum A (2020). Measuring brand equity: The perspective of Starbucks’ customers. Jurnal Aplikasi Manajemen, 18: 825-833. https://doi.org/10.21776/ub.jam.2020.018.04.20   [Google Scholar]
  38. Putri SV (2022). The impact of electronic word of mouth (EWOM) using influencers on brand awareness and purchase intention. CoverAge: Journal of Strategic Communication, 13(1): 11-25. https://doi.org/10.35814/coverage.v13i1.3913   [Google Scholar]
  39. Rahmah K, Sumarwan U, and Najib M (2018). The effect of brand equity, marketing mix, and lifestyle to purchase decision at Maxx Coffee, Bogor. Journal of Consumer Sciences, 3(2): 1-15. https://doi.org/10.29244/jcs.3.2.01-15   [Google Scholar]
  40. Sağtaş S (2022). The effect of social media marketing on brand equity and consumer purchasing intention. Journal of Life Economics, 9(1): 21-31. https://doi.org/10.15637/jlecon.9.1.02   [Google Scholar]
  41. Schivinski B and Dabrowski D (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22: 189-214. https://doi.org/10.1080/13527266.2013.871323   [Google Scholar]
  42. Seo EJ and Park JW (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66: 36-41. https://doi.org/10.1016/j.jairtraman.2017.09.014   [Google Scholar]
  43. Severi E and Ling KC (2013). The mediating effects of brand association, brand loyalty, brand image and perceived quality on brand equity. Asian Social Science, 9: 125-137. https://doi.org/10.5539/ass.v9n3p125   [Google Scholar]
  44. Sikka S and Kumar J (2024). Understanding Indian millennials' awareness towards brand personality of apparel brands. Small Enterprises Development, Management and Extension Journal, 51: 41-53. https://doi.org/10.1177/09708464231209451   [Google Scholar]
  45. Sitompul YR, Irawati N, and Wibowo RP (2021). Analysis of role of digital marketing to improve brand image through brand equity at PT Pegadaian (Persero) Labuhan Deli Sub-Branch, Medan. International Journal of Research and Review, 8: 696-703. https://doi.org/10.52403/ijrr.20210892   [Google Scholar]
  46. Stroe S, Parida V, and Wincent J (2018). Effectuation or causation: An fsQCA analysis of entrepreneurial passion, risk perception, and self-efficacy. Journal of Business Research, 89: 265-272. https://doi.org/10.1016/j.jbusres.2018.01.035   [Google Scholar]
  47. Sürücü Ö, Öztürk Y, Okumus F, and Bilgihan A (2019). Brand awareness, image, physical quality and employee behavior as building blocks of customer-based brand equity: Consequences in the hotel context. Journal of Hospitality and Tourism Management, 40: 114-124. https://doi.org/10.1016/j.jhtm.2019.07.002   [Google Scholar]
  48. Theresia P, Nazief N, and Edi S (2018). The effect of website and relationship marketing on purchase intention through brand awareness: Case studies on retail customers. Russian Journal of Agricultural and Socio-Economic Sciences, 79: 244-260. https://doi.org/10.18551/rjoas.2018-07.27   [Google Scholar]
  49. Wang Y, Ko E, and Wang H (2021). Augmented reality (AR) app use in the beauty product industry and consumer purchase intention. Asia Pacific Journal of Marketing and Logistics, 34(1): 110-131. https://doi.org/10.1108/APJML-11-2019-0684   [Google Scholar]
  50. Yang Q, Hayat N, Al Mamun A, Makhbul ZKM, and Zainol NR (2022). Sustainable customer retention through social media marketing activities using hybrid SEM-neural network approach. PLOS ONE, 17(3): e0264899. https://doi.org/10.1371/journal.pone.0264899   [Google Scholar] PMid:35245323 PMCid:PMC8896689
  51. Yoo B, Donthu N, and Lee S (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28: 195-211. https://doi.org/10.1177/0092070300282002   [Google Scholar]