INFLUENCE OF SOCIAL MEDIA ADVERTISEMENT ON BRAND EQUITY THROUGH CELEBRITY ENDORSEMENT

Abstract

In the current landscape, characterised by rapid information exchange and diminishing attention spans, brand equity has emerged as a vital factor in achieving business success (Keller, 2013; Aaker, 2020). Social media advertising has significantly transformed the way businesses develop, maintain, and leverage their brand equity (Kaplan & Haenlein, 2010; Mangold & Faulds, 2009). This article examines the intricate relationship between social media advertising and brand equity, highlighting how the digital revolution has reshaped marketing strategies (Chaffey & Ellis-Chadwick, 2019). We explore the various effects of social media advertising on brand equity, including its capacity to boost brand awareness, reinforce brand associations, cultivate brand loyalty, and even manage crisis situations (Bruhn et al., 2012; Erdogmus & Cicek, 2012). As social media continues to influence consumer behaviour and shape perceptions, understanding its significant impact on brand equity is crucial for contemporary marketers (Kotler et al., 2021).

The primary objective of this study is to examine the influence of social media advertising and celebrity endorsement on brand equity (Knoll & Matthes, 2017). The study used a questionnaire as the instrument, employed convenience sampling as the method, and involved a selection of 124 respondents. Data analysis was conducted using SPSS version 25, employing percentage analysis, multiple regression analysis, and one-way ANOVA (Field, 2018). The findings indicate that improving brand awareness, establishing trust, nurturing brand loyalty, and ensuring the celebrity's trustworthiness are key factors influencing brand equity (Dwivedi et al., 2021). Additionally, monthly income and the number of family members have a significant impact on brand equity (Sharma & Roy, 2020)