The Effect of Electronic Word of Mouth on Brand Equity in the Context of Social Media

Faris Mahar; Syed Zain Ahmed; Muhammad Danish; Wajahat Mobin

doi:10.58921/jobams.4.1.74

Faris Mahar MS Scholar, IBA Sukkur
Syed Zain Ahmed Finance and Accounts Officer, ORIX Leasing Pakistan, Ltd
Muhammad Danish Officer Level 2 Operations, Bank Islami Pakistan
Wajahat Mobin Senior Finance Officer, M&P Express logistics

DOI: https://doi.org/10.58921/jobams.4.1.74

Keywords: Electronic word of mouth, Brand Equity, Brand Awareness, Brand Associations, Brand Loyalty, Brand Image, Perceived Quality

Abstract

The aim of this study is to measure the model of brand equity to investigate the effect electronic word of mouth in context of social media, data was taken from past research papers. Quantitative method is used with survey strategy and the data was collected from sample of 330 consumers with the help of online survey on instrument adopted from previous research. Hypotheses were tested with regression technique on SPSS software. The findings of this research suggest that the electronic word of mouth has substantial and positive effect on all the attributes of brand equity, namely, brand loyalty, perceived quality, brand awareness, brand associations, brand image. This study recommends marketers to pay extra heed to eWOM in creation of brand equity.