How social media marketing activities affect consumer equity

Abstract

This study aims to find out how social media marketing activities influence consumer equity through brand equity in a culinary brand. The study sample is men and women, 200 respondents, within the age range of 18 to 30 years old This study uses quantitative methods and questionnaires as data collections tools. The data was then analyzed using SmartPLS with the Structural Equation Modelling approach. It is found that social media marketing activities positively influence consumer equity through brand equity in culinary brands. Customer equity is also indirectly affected by brand equity. Therefore, this research can be a basis for future research in social media marketing activities within the scope of culinary brands especially in the context of small-medium enterprises.