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Lookup NU author(s): Dr Emmanuel Matsika
This is the authors' accepted manuscript of a conference proceedings (inc. abstract) that has been published in its final definitive form by Institute for Technology and Research (ITRESEARCH), 2021.
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The study’s objective is to deepen understanding of the relationship between social media brand engagement andsocial media brand equity (SMBE) by analysing the mediating role of brand loyalty on this relationship. Data were collected from 550 Instagram users in Almaty City in Kazakhstan using a scaled Likert questionnaire. Survio.com was applied to gather the responses online. To check the research hypotheses, SPSS was applied to check descriptive statistics and statistical assumptions, to do bivariate and multiple regression analysis, and bootstrapping. Results show that brand loyalty is a partial mediator of relationship between social media brand engagement and SMBE. This research extends brand equity theory with social media fact base. The enhanced knowledge about SMBE may contribute to understanding and methods of social media brands' valuation.
Author(s): Sadyk D, Islam DMZ, Matsika E
Publication type: Conference Proceedings (inc. Abstract)
Publication status: Published
Conference Name: SciencePlus International Conference
Year of Conference: 2021
Pages: 54-56
Online publication date: 04/05/2021
Acceptance date: 17/04/2021
Date deposited: 19/05/2021
Publisher: Institute for Technology and Research (ITRESEARCH)
URL: http://scienceplus.us/
Library holdings: Search Newcastle University Library for this item
ISBN: 9789390150359
