The influence of social media marketing on consumer based brand equity

Abstract

This study examines the influence of social media marketing on consumer-based brand equity, using Coca-Cola as a study. A survey of 200 respondents, drawn across two countries; Nigeria and Norway were carried out. Data was generated from administered questionnaire and analysis is done by means of frequency distributions and percentage data analysis. Regression analysis is the method used to test the research hypothesis. Findings revealed that entertaining and informational content on social media platforms influence brand equity whilst interactive post has no influence on brand equity. The recommendation drawn from the results of the study is that brands need to make more entertaining and informative content for their social media platforms.