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

Abhishek Dwivedi, Robert McDonald

Research output: Contribution to journalArticlepeer-review

25 Citations (Scopus)


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.
Original languageEnglish
Pages (from-to)373-386
Number of pages14
JournalJournal of Marketing Theory and Practice
Issue number4
Early online date12 Jun 2020
Publication statusPublished - 2020


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