BRAND EXPERIENCE EFFECTS ON CONSUMER SOCIAL MEDIA MARKETING PERCEPTIONS AND BRAND VALUE

Abstract

Previous research demonstrates that customer experiences have significant impacts on brand perceptio ns, choices and other consumer behaviors. Yet, very little is known about the effects of customer experiences on brands in the context of social media. Therefore, this study examines the roles of initial purchase and social media marketing brand experiences on consumer social media marketing perceptions and brand value. Results reveal that previous experience with a brand's social media sites plays a key role in increasing consumers' favorable evaluations of the sites. However, it is shown that previous brand purchase experience has no significant effect on consumer social media marketing perceptions. Additionally, findings indicate that consumers who have previous purchase and social media experiences with a specific brand evaluate the value of the brand higher than those without such experiences.