Characteristics of social-media marketing strategy and customer-based brand equity outcomes: a conceptual model

Existing research support the importance of social media marketing in building brand equity and creating communities around the brand. Still, the questions of what kind and what level of social media marketing activities are needed to help firms build customer-based brand equity (CBBE) are not properly addressed. Yet, these insights are extremely important for any company to develop its social media marketing strategy effectively. This paper extends the extant literature by addressing the questions of choices, conditions, and potential impacts of different social media channels on CBBE. More specifically, this study develops a conceptual model to examine the differential influence of the following four dimensions of social media marketing strategy: variety, diversity, intensity, and connectivity on different components of CBBE model. Examining the differential influence of these dimensions of social media marketing strategy on CBBE is important and holds significant implications.