Research On The Relationship Between Social Media Marketing And Brand Equity

With the continuous development of The Internet Economy, the position occupied by social media continue to rise in the dissemination of information, online shopping has become an important drainage channels. Rely on network platform support, the role of social media marketing in the marketing tools play an increasingly prominent social media marketing use of brand equity has important practical significance and theoretical value. Therefore, this article from the perspective of social media, explores the relationship between social media marketing and brand assets, and adjusting the variable degree of product involvement, analyze moderating effect of product involvement on social media marketing and brand assets. This article first theorists at home and abroad on research related social media marketing, brand equity, product involvement degree, social media marketing and brand assets and other relations theory Summary lay the theoretical foundation for this study. Based on the theoretical review, this article will be divided into social media marketing, social purpose, the purpose of enjoyment, cognitive social media marketing and other purposes in three dimensions, the brand assets into financial assets, customer assets,extending three assets dimensions, and then build a social media marketing and brand equity research framework of relations and related hypotheses proposed social media marketing and brand equity relationship. At the same time the user through the social media marketing and brand equity to investigate the situation, using statistical analysis software SPSS20.0 relevant empirical analysis of survey data, to verify the research hypothesis of science and rationality. Research shows that social media marketing and brand equity was positively correlated with: the impact of social media marketing for different dimensions of different dimensions of brand equity was weak;the degree of product involvement on social media marketing and brand equity relations regulation. Finally, according to the results of the use of social media marketing tools made recommendations for enterprises to increase brand value and brand equity provide a theoretical reference.