DOI 10.14707/ajbr.200078

Exploring Synergetic Effects of Social-Media Communication and Distribution Strategy on Consumer-Based Brand Equity

DOI 10.14707/ajbr.200078

Man Lai Cheung
Department of Marketing, The Hang Seng University of Hong Hong, Hong Kong
Newcastle Business School, University of Newcastle, Australia

Guilherme D. Pires
Newcastle Business School, University of Newcastle, Australia

Philip J. Rosenberger III
Central Coast Business School, University of Newcastle – Central Coast, Australia


This study examines the effectiveness of social-media brand communication and intensive-distribution strategy on the consumer-based brand equity dimensions, also accounting for the moderating effect of product involvement. The theoretical framework is tested using data collected from 210 consumers who shopped in electronic-appliance stores (high involvement) or sports-apparel stores (low involvement) in a shopping mall in Hong Kong. Data analysis used partial least squares – structural equation modelling (PLS-SEM). The results show that firm-created social-media brand communication and distribution intensity are key factors influencing consumer-based brand equity, with the moderating effect of product involvement also confirmed. However, inconsistent with previous studies, there is only partial support for the impact of user-generated social-media brand communication on consumer-based brand equity dimensions for both high- and low-involvement products. This study enables managers and academics to better understand the combined effectiveness of social media marketing and distribution intensity, as well as the moderating effect of product-involvement level for better resource allocation.

Keywords: Social Media, Online and Offline Marketing, Distribution Intensity, Brand Equity, Product Involvement

Download Full PDF