Acceso usuarios
Cicilia Jelly Estherlita Warbung, Maria Christy Wowor, Ronny Hansje Walean, Deske Wenske Mandagi
Purpose: Setting the context of exploration in beauty clinic industry, the present study aims to examine the influence of SMM on the four dimensions of brand equity: brand awareness, brand association, perceived quality, and brand loyalty.
Theoretical framework: The scholarly community is witnessing a marked increase in interest regarding the impact of social media marketing (SMM) on brands. However, despite this trend, the literature concerning the effects of SMM on beauty clinic brands remains scant.
Design/methodology/approach: A cross-sectional survey, facilitated through self-administered online methods, was executed among a sample of customers who had availed themselves of the beauty treatment services provided by the Zap beauty clinic within the past annum. The data gathered was subjected to analysis via the utilization of Structural Equation Modelling (SEM) techniques, utilizing the software platforms SPSS and SmartPLS.
Findings: The results indicate that SMM exerts a positive and significant impact on brand awareness, brand association, perceived quality, and brand loyalty.
Research, Practical & Social implications: The findings of this investigation are anticipated to provide valuable understandings into the effectiveness of SMM on brand equity within the beauty industry which can improve marketing and branding strategies and building competitive advantage.
Originality/value: This study is an original attempt to propose and test a theoretical framework, explaining the relationships among SMM on the four dimensions of brand equity: brand awareness, brand association, perceived quality, and brand loyalty in the beauty clinic context.
