The impact of social media marketing dimensions and customer brand involvement on brand equity in South African banks

Abstract

The study investigated the impact of social media marketing (SMM) dimensions on brand equity in South African banks. Previous literature has focused on sectors such as the food industry, restaurant industry, and beverage industry; however, few studies have examined the impact of SMM dimensions on brand equity in South African banks, particularly among Gen X and Y cohorts. This study adopted a positivist paradigm, a quantitative approach, and a descriptive design. A purposive sampling method was used to select respondents from four malls within Gauteng Province. The research findings highlight that SMM dimensions, such as perceived risk, electronic word-of-mouth, and entertainment, have a favourable effect on customer brand involvement (CBI). The findings further indicate that CBI positively influences awareness of brand sharing behaviour and customer loyalty. Bank practitioners should consider the study results to effectively engage Gen X and Y cohorts across social media platforms, thereby enhancing brand equity. This research reveals the benefits of SMM activities in enhancing CBI and underscores the importance for brand practitioners at the Big Four Banks to recognise that actively engaging Gen X and Y individuals depends on implementing SMM dimensions that positively enhance CBI and brand equity. Consequently, in cases where banks perceive the level of engagement, especially among Gen X and Y, to be too low, robust measures should be taken in line with these constructs.