The Impact of the Firm Generated Contents and the User Generated Contents Through Social Media on Brand Equity Elements

It is an era of modern communication technology, where consumers are well aware and connected to products and brands. By generating content related to products or brands consumers can now make or destroy a brand. Communication through online social media has shaped the overall communication strategy of the firms, as more and more firms are struggling hard to understand and control the online social media communication for better and secured future of the brand and the firm. The aim of this study was to measure the impact of the firm generated social media communication and the user generated social media communication on the elements of brand equity. A conceptual framework was developed based on Aaker’s Brand Equity model. The constructs and scale items were adopted from previous studies and had valid reliability. SEM was performed through AMOS. Findings of this research revealed that both the firm generated and the user generated social media communications have a positive influence on the brand equity elements.