The Impact of Social Value, Content Value and Brand Equity in Social Media Brand Communities

Abstract

Previous researchers showed that culture, motivation personality has positive impact on customer value and in turn the effect on brand equity in SMBCs. So, checking this relation researchers conducted a study on the impact of culture, motivation, and personality on social and content value that a consumer derive by using a particular SMBC. For this research, authors chose Rawalpindi/Islamabad region as their population and also they used a sample size of 300 respondents from the population. They collected primary data from the 300 residents of the Rawalpindi through questionnaires. For collection of data, authors used purposive technique of sampling. Inferential and descriptive statistics to analyze the data. All the data is analyzed through SPSS software. The research reveal that brand equity in SMBCs is effected by the consumers’ cultural values, motivation either extrinsic or intrinsic, and personality. Collectivism, extroversion, and extrinsic motivation impacts on social value and individualism, introversion, and intrinsic motivation impacts the content value. These social and content values adds up to make the value that consumers get in SMBCs. Customer value, either social or content, has a positive impact of on brand equity. Firms should choose their route of operations of their SMBC on the basis of the type of their target customers.