The Impact of Social Media Content on Brand Equity based on Firm Generated Content and User Generated Content.

Subject Areas : business management

Amirshayan Ghazanfari ¹ , Abbas Saghaei ² , Kambiz Heidarzadeh ³

1 - Department of Industrial Engineering, Science and Research Branch, Islamic Azad University, Tehran, Iran.
2 - Department of Industrial Engineering, Science and Research Branch, Islamic Azad University, Tehran, Iran.
3 - Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran.

Received: 2021-02-28 Accepted : 2021-05-10 Published : 2021-12-22

Keywords: Perceived Quality, social media, brand equity, Firm Generated Content, User Generated Content,

Abstract :

The aim of this study was to investigate "the effect of social media content on brand equity by Firm Generated Content and User-Generated Content". We studied seven Iranian clothing brands and eight International clothing brands that had physical representation and at least 10,000 followers in Instagram. The research method was survey and information was collected by a questionnaire from 230 people; and the total reliability of the questionnaire was 0.95. Data analysis was performed by structural equation method and the findings show that the Firm Generated Content in social media has a direct and significant effect on brand awareness, brand association, perceived quality and brand loyalty. The greatest impact of Firm Generated Content is on brand equity through brand loyalty. User Generated Content also has a positive and significant effect on brand association and brand loyalty. The greatest impact of User Generated Content is on brand equity through brand loyalty. The results show that the Firm Generated Content and User Generated Content affect on brand equity on the social media.