Unlocking the power of social media marketing: Investigating the role of posting, interaction, and monitoring capabilities in building brand equity

Figures & data

Figure 1. Results of the measurement Model.

Table 1. Confirmatory factor Analysis

Items	γ	α	CR	AVE
Posting capabilities of SMM		0.84	0.93	0.79
1. Effectively posting interesting information on social media.	0.87
2. Sharing content on “SM” on a constant basis.	0.87
3. Capacity to use SM as a key force for multichannel marketing.	0.90
4. Creative concepts to delight fans on SM.	0.93
Interaction Capabilities of SMM		0.94	0.92	0.76
1. Encouraging tips for more likes and comments.	0.91
2. Quickly connecting/responding to “our brand’s SM” users.	0.95
3. Powerful platform for users and brands to interact with fans	0.82
4. Significant consumer engagement on “our brand’s SM”.	0.81
Monitoring Capacities of SMM		0.87	0.91	0.72
1. Identification of specific and clear evaluation objectives	0.89
2. Skills for using appropriate analytical tools.	0.79
3. Integrating of the KPIs and metrics into a presentable format	0.85
4. Using SM analytics skills to develop effective marketing posts	0.87

Notes: γ: individual indicator standardised loadings. α: Cronbach’s alpha. CR: composite reliability. AVE: average variance extracted.

Table 2. Correlation matrix among each construct

	1	2	3	4	5	6	Mean	SD
1. Posting capabilities of SMM	1	0.78	0.40	0.87	0.83	0.82	5.31	1.32
2. Interaction capabilities of SMM		1	0.18	0.78	0.77	0.70	4.67	1.16
3. Monitoring capabilities of SMM			1	0.36	0.27	0.41	3.85	1.55
4. Consumer-Based Brand equity				1	0.94	0.94	5.76	0.98
5. Brand image					1	0.78	5.62	1.02
6. Brand awareness						1	5.91	1.17

Notes: The correlation is significant at the 0.01 level (bilateral). SD: Standard deviation. Brand equity score is the average of Brand image and Brand awareness.

Table 3. Multiple regression analysis

Variables	β	t value	Sig.	Unstandardized values	R^2 adj
1. SMM Posting capabilities= =brand equity	0.643	7.964	0.000	0.607	0.792
2. SMM Interaction capabilities= =brand equity	0.269	3.569	0.001	0.290
3. SMM Monitoring capabilities= =brand equity	0.062	1.214	0.228	0.071

Note: ANOVA model is significant at level 0.001.

Figure 2. Results of path analysis.

Table

Content capabilities
1.Using effectively “our brand’s social media” to share interesting information (retained).
2.Regularly sharing content on “our brand’s social media” (retained).
3.“Our brand’s social media” post provides needed information accurately.
4.Ability to integrate content of “our brand’s social media” as an effective tool of multichannel marketing strategies.
5.Being able to communicate with “our brand’s social media” followers in their own language.
6.Skills of publishing content that appeal to various types of “our brand’s social media” followers.
7.Providing accurate product information on the “our brand’s social media”.
8.Using creative concepts to post content in multiple of ways to delight fans (retained).
Interaction capabilities
1.Making “our brand’s social media” easier to share information with others.
2.Exchanging conversation and opinion with others is possible through “our brand’s social media”.
3.It’s convenient to deliver consumer’s opinion through “our brand’s social media”.
4.Encouraging fans to make likes and comment on “our brand’s social media” publication (retained).
5.Quickly connecting or responding to users of “our brand’s social media” (retained).
6.Providing a strong platform for fans interaction with both the brand and other users (retained).
7.Having a high level of consumer engagement on “our brand’s social media” (retained).
8.Ability to promote a positive attitude among users of “our brand’s social media”.
9.Having a sizable number of typical fans
10.Attracting and retaining the best customers through “our brand’s social media”.
Monitoring capabilities
1.Identification of specific and clear evaluation objectives to “our brand’s social media” activities (retained).
2.Ability to identify the most appropriate performance indicators for “our brand’s social media”.
3.Skills for using appropriate analytical tools for “our brand’s social media” (retained).
4.Integrating of the KPIs and metrics into a presentable format (retained).
5.Skills to highlight the overall campaign performance with notable future iterations
6.Deciding on the optimal frequency of reporting and extending from real-time
7.Making full use of social media analytics and information
8.Using social media analytics skills to develop effective marketing publications in the future (retained).

Data availability statement

Data are available upon request.