IJMBR

Journal Information

Print ISSN 2228-7019
Online ISSN 2228-7027

Frequency: 4 Issues/Year

Publisher

    An official journal of the Islamic Azad University (IAU)


Impact of Social Network Advertisements on Brand Equity of Wellness Firms and the Mediating Role of Brand Awareness: An Empirical Analysis

A Sai Manideep, Dr.M. Siva Koti Reddy Reddy, Dr.P. Srinivasa Reddy


Abstract:

The social networking sites (SNSs) have been attracting and increasing the attention of consumer users in recent years and there was lot of research on it: mostly on how users psychological behavior and what factors impact it especially if it is an advertisement of a wellness service provider. At the outset we projected and established a model that measured the users being attracted with the advertisements in the social networking site and how this would create brand awareness, brand equity besides also the brand awareness as mediating factor in determining brand equity. Perspectives of the consumers have been examined with an empirical survey of 139members; it revealed as brand awareness having a positive significant effect as a mediating variable on brand equity from advertisements on social networking sites. The effect size is compared with direct and indirect path analysis and conclusions are drawn. The inclusion of brand awareness between SNS advertisements and brand equity is significant and has increased the model explanation.

Keywords: Social Networks, Advertisements, Brand Awareness, Brand Equity, Mediation, Wellness Firms

Volume: 9 | Issue: 2

Pages: 46-53

Paper ID : 190016

Issue Date: June , 2019

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