Examining the efficacy of brand social media communication: A consumer perspective

There is a need to examine the productivity of marketing investments in brand social media communication, specifically the implications for brand value enhancement. Adopting a consumer perspective, we examine how consumer evaluation of brand social media communication influences consumer willingness to pay a price premium for a brand. Building upon frameworks of marketing led brand value creation, we conceptualize two pathways to enhancing consumer WPP: one mediated through consumer brand attitude, the other through consumer brand trust. Quantitative analyses using US consumer survey data support the research framework. We present brand attitude and brand trust as pre-conditions for enhancing consumer WPP. Overall, the study clarifies the efficacy of brand social media communication as a brand-building tool.