Abstract

In the era of Marketing 5.0, crafting a favorable brand attitude and engaging consumers with a banking brand has become the most critical and challenging task for bank marketers to enhance overall brand equity. Previous research did not suggest how effectively social media marketing efforts enhance overall brand equity in the financial service sector. In response to this gap, this study aims to examine how social media marketing efforts (SMME) influence overall brand equity (OBE) through consumer brand engagement (CBE) and brand attitude (BAtt) in the banking sector in Bangladesh. Furthermore, brand trust (BT) is tested as a moderator of SMME and CBE. The data were obtained by a self-administered questionnaire from a total of 263 banking consumers in Bangladesh using a systematic sampling method. Structural equation modeling (SEM) was used to investigate hypothesized relationships. The results indicated that SMM efforts directly influence CBE and BAtt. CBE and BAtt partially mediate the relationship between SMME and OBE. Moreover, the results confirmed the moderating role of brand trust on the link between SMME and CBE. The findings of this research offer significant implications for building overall brand equity in the social media marketing perspective, particularly for the banking sector.

摘要

在营销5.0时代，打造良好的品牌态度，让消费者与银行品牌产生共鸣，成为银行营销人员提升整体品牌资产的最关键和最具挑战性的任务。之前的研究并未表明社交媒体营销努力如何有效地提升金融服务行业的整体品牌资产。针对这一差距，本研究旨在研究社交媒体营销工作 (SMME) 如何通过孟加拉国银行业的消费者品牌参与度 (CBE) 和品牌态度 (BAtt) 影响整体品牌资产 (OBE)。此外，品牌信任 (BT) 作为 SMME 和 CBE 的调节者进行了测试。这些数据是使用系统抽样方法通过自填问卷从孟加拉国总共 263 名银行业消费者那里获得的。结构方程模型 (SEM) 用于研究假设的关系。结果表明，SMM 努力直接影响 CBE 和 BAtt。CBE 和 BAtt 部分调节 SMME 和 OBE 之间的关系。此外，结果证实了品牌信任对 SMME 和 CBE 之间联系的调节作用。这项研究的结果对从社交媒体营销的角度建立整体品牌资产具有重要意义，尤其是对银行业而言。