Purpose

This study aims to investigate the impact of the source of the content in social media communication and the content distribution intensity on consumer-based brand equity (CBBE) dimensions and how the study will eventually impact purchase intention.

Design/methodology/approach

A total of 521 samples were collected using an online survey questionnaire. The respondents' validity was verified using purposive sampling techniques, and the responses were analysed using SmartPLS 3.0.

Findings

The authors outlined the fundamental mechanisms of what makes social media communication effective and discovered that emotional-based brand equity dimensions (brand association and brand loyalty) remained significant in influencing purchase intention. However, attribution-based brand equity dimensions (perceived quality, brand trust and brand awareness) are found to have no impact.

Originality/value

This study decomposed social media communication into three different dimensions, and the authors' result showed that the dimensions do not impact CBBE to the same extent. The authors concluded that some CBBE dimensions, which appear to be a rigour determinant of purchase intention over time, have a feeble effect during the pandemic. The existing relationship between the CBBE dimensions with purchase intention might not hold in the pandemic context. The authors suggested that anxiety or pandemic fear could alter the normal consumer buying process and make some well-established relationships not hold. As research indicates that pandemics are reoccurring events, the authors' study contributes to the global effort to dampen some of the pandemic-related effects on business and marketing.

中文翻译：

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疫情期间社交媒体传播对基于消费者的品牌资产和购买意愿的影响

目的

本研究旨在探讨社交媒体传播的内容来源和内容分发强度对基于消费者的品牌资产（CBBE）维度的影响以及该研究最终将如何影响购买意愿。

设计/方法论/途径

通过在线调查问卷共收集了 521 个样本。使用有目的抽样技术验证受访者的有效性，并使用 SmartPLS 3.0 分析回答。

发现

作者概述了社交媒体传播有效的基本机制，并发现基于情感的品牌资产维度（品牌联想和品牌忠诚度）在影响购买意愿方面仍然很重要。然而，基于归因的品牌资产维度（感知质量、品牌信任和品牌知名度）被发现没有影响。

原创性/价值

这项研究将社交媒体传播分解为三个不同的维度，作者的结果表明，这些维度对 CBBE 的影响程度不同。作者得出的结论是，随着时间的推移，一些 CBBE 维度似乎是购买意愿的严格决定因素，但在大流行期间影响微弱。CBBE 维度与购买意愿之间的现有关系在大流行背景下可能不成立。作者认为，焦虑或对流行病的恐惧可能会改变消费者的正常购买过程，并使一些牢固的关系无法维持。研究表明，流行病是反复发生的事件，作者的研究有助于全球努力抑制流行病对商业和营销的一些影响。