SNS marketing activities as a sustainable competitive advantage and traditional market equity

Huanzhang Wang; Eunju Ko; Arch Woodside; Jihye Yu

doi:10.1016/j.jbusres.2020.06.005

SNS marketing activities as a sustainable competitive advantage and traditional market equity

Huanzhang Wang, Eunju Ko, Arch Woodside, Jihye Yu

Department of Clothing and Textiles

Research output: Contribution to journal › Article › peer-review

21 Citations (Scopus)

Abstract

This study investigated whether social networking site (SNS) marketing activities are helpful in improving sales in traditional markets. For this purpose, we applied customer equity drivers (value equity, brand equity, and relationship equity) to test whether SNS marketing activities improve the overall customer outcome. The influences of customer equity drivers on customer loyalty intention and traditional market future performance were tested. The results showed that SNS marketing activities help to improve customer equity and customer equity improves customer loyalty intention and future sales.

Original language	English
Pages (from-to)	378-383
Number of pages	6
Journal	Journal of Business Research
Volume	130
DOIs	https://doi.org/10.1016/j.jbusres.2020.06.005
Publication status	Published - 2021 Jun

Bibliographical note

Funding Information:
This work was supported by Global Research Network program through the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea . ( NRF-2014S1A2A2028492 ).

Publisher Copyright:
© 2020

All Science Journal Classification (ASJC) codes

Marketing

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10.1016/j.jbusres.2020.06.005

Cite this

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title = "SNS marketing activities as a sustainable competitive advantage and traditional market equity",

abstract = "This study investigated whether social networking site (SNS) marketing activities are helpful in improving sales in traditional markets. For this purpose, we applied customer equity drivers (value equity, brand equity, and relationship equity) to test whether SNS marketing activities improve the overall customer outcome. The influences of customer equity drivers on customer loyalty intention and traditional market future performance were tested. The results showed that SNS marketing activities help to improve customer equity and customer equity improves customer loyalty intention and future sales.",

author = "Huanzhang Wang and Eunju Ko and Arch Woodside and Jihye Yu",

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AU - Ko, Eunju

AU - Woodside, Arch

AU - Yu, Jihye

N1 - Funding Information: This work was supported by Global Research Network program through the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea . ( NRF-2014S1A2A2028492 ). Publisher Copyright: © 2020

PY - 2021/6

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N2 - This study investigated whether social networking site (SNS) marketing activities are helpful in improving sales in traditional markets. For this purpose, we applied customer equity drivers (value equity, brand equity, and relationship equity) to test whether SNS marketing activities improve the overall customer outcome. The influences of customer equity drivers on customer loyalty intention and traditional market future performance were tested. The results showed that SNS marketing activities help to improve customer equity and customer equity improves customer loyalty intention and future sales.

AB - This study investigated whether social networking site (SNS) marketing activities are helpful in improving sales in traditional markets. For this purpose, we applied customer equity drivers (value equity, brand equity, and relationship equity) to test whether SNS marketing activities improve the overall customer outcome. The influences of customer equity drivers on customer loyalty intention and traditional market future performance were tested. The results showed that SNS marketing activities help to improve customer equity and customer equity improves customer loyalty intention and future sales.

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ER -

SNS marketing activities as a sustainable competitive advantage and traditional market equity

Abstract

Bibliographical note

All Science Journal Classification (ASJC) codes

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