THE INFLUENCES OF PERCEIVED BRAND EQUITY OF MOTOR VEHICLES VIA SOCIAL MEDIA ON ELECTRONIC SHARING VALUE AND BRAND ENGAGEMENT OF CUSTOMERS
Keywords:
Social Media, Brand Image, Brand Trust, Brand Engagement, Electronic Sharing Value, Perceived brand equityAbstract
The purposes of this study were: (1) to study the form of perceived brand equity via social media on electronic sharing value and brand engagement and (2) to examine the relationship of the causal model on the impact of perceived brand equity via social media and brand image on brand trust, electronic sharing value and brand engagement. This study was quantitative research that used questionnaire for collecting data. The samples were 400 undergraduate students in Bangkok.
The results of hypothesis test from structural equation modeling indicated that the brand perception via social media (Facebook and Line) had the impact on brand trust. Brand image had the impact on brand trust and electronic sharing value. Brand trust had the impact on electronic sharing value and brand engagement. On the other hand, the brand perception via social media (YouTube and Instagram) had no influence on brand trust.
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