The Effect of Electronic Word of Mouth on Brand Equity in the Context of Social Media

Abstract

The aim of this study is to measure the model of brand equity to investigate the effect electronic word of mouth in context of social media, data was taken from past research papers. Quantitative method is used with survey strategy and the data was collected from sample of 330 consumers with the help of online survey on instrument adopted from previous research. Hypotheses were tested with regression technique on SPSS software. The findings of this research suggest that the electronic word of mouth has substantial and positive effect on all the attributes of brand equity, namely, brand loyalty, perceived quality, brand awareness, brand associations, brand image. This study recommends marketers to pay extra heed to eWOM in creation of brand equity.