Medición del Brand Equity con Social Media

  • Ana Margarida Barreto Universidade Nova de Lisboa
Palabras clave: brand equity, marcas, medición, social media

Resumen

El propósito de este trabajo es sugerir un modelo de brand equity basado en el consumidor que tenga en cuenta las nuevas formas de interacción entre marcas y consumidores en las redes sociales,  además de proponer una escala de medición simple, válida y económica, y evaluar si y cómo se perciben las marcas de manera diferente cuando los consumidores están expuestos (o no) a su participación en Facebook.

La escala se aplicó a 361 consumidores que siguen una marca específica en Facebook y a consumidores que no lo hacen, para compreender si se pueden encontrar diferencias en el brand equity. Se consideraron tres grupos de consumidores y se compararon sus reacciones a la misma marca: consumidores que siguen la marca en Facebook; consumidores que no siguen la marca en Facebook, aunque son usuarios de Facebook; y los consumidores que no usan Facebook.

Los hallazgos sugieren que para los seguidores de la marca en Facebook, la marca tuvo mejores resultados en la imagen de marca, lealtad a la marca y relación de marca que para los otros dos grupos. Para las mismas variables (imagen de marca, lealtad a la marca y relación de marca) no se ha encontrado una diferencia estadísticamente significativa entre las personas que no siguen la marca en Facebook, ya sea porque no usen Facebook o porque no siguen la marca en el Facebook.

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Publicado
2020-01-30
Cómo citar
Barreto, A. M. (2020). Medición del Brand Equity con Social Media. Revista Prisma Social, (28), 74-85. Recuperado a partir de https://revistaprismasocial.es/article/view/3378