Investigating the Impact of Firm and User-Generated Social Media Communication on Brand Equity, Brand Trust, and the Post-Purchase Behavior: The Moderating Role of Brand Experience

Ying-Kai Liao ； Tuan Cong Dao ； Hsin-Kuang Chi ； Sam Leakna

《International Journal of Information and Management Sciences》 33卷1期 (2022/03) Pp. 77-93

https://doi.org/10.6186/IJIMS.202203_33(1).0005

摘要

This study investigated the effect of firm-generated social media communication and user-generated social media communication on brand equity, brand trust, brand satisfaction, repurchase intention, and word of mouth. The moderating effect of brand experience on brand satisfaction was also evaluated. Partial least square structural equation modeling (PLS-SEM) was used to examine the hypothesis development based on the data from a sample of 371 survey respondents. The results demonstrated that both firm-generated and user-generated social media communication have a positive influence on brand equity and brand trust. Additionally, the influence of brand equity and brand trust on brand satisfaction, repurchase intention, and word of mouth is positive. Furthermore, the brand experience was found to have a positive moderating effect that amplified the relationship between brand trust and brand satisfaction. As a result, this study's findings opened up a valuable milestone into the significant function of firm-generated and user-generated social media communication. Our results also offered the directions to study additionally such kinds of constructs and the influence of firm-generated and user-generated social media communication on brand trust, brand equity, brand satisfaction, repurchase intention, and word of mouth models. Therefore, the results of this study could be beneficial for further validations in the market segment.

關鍵字

Firm-generated social media communication ； User-generated social media communication ； Brand equity ； Brand trust ； Brand satisfaction ； Brand experience ； Repurchase behavior ； Word of mouth

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