The overall brand value depends on customers’ subjective evaluation beyond the objective brand valuation. Social media, a critical component in subjective evaluation, has led to a transformation in brand advertising strategies that require increased emphasis on social media marketing to strengthen the brand. However, little attention has been given to assess brand value attributed to social media marketing—a key strategic component that has high managerial consequence. The purpose of this study is to establish key drivers and measures of social media equity—an essential aspect of a brand’s value, particularly in the evolving landscape of social media brand management. Theoretically grounded in social influence theory and social capital theory, this study establishes psychological and social drivers of the retailer brand’s social media equity. The paper, therefore, accommodates roles of psychological-, social-, and strategic-level factors, which encompass an effective social media marketing strategy. This study offers implications that significantly advance the theoretical and managerial literature on social media brand management for the retail industry.

中文翻译：

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通过社交媒体资产提高零售商品牌的价值

整体品牌价值取决于顾客的主观评价，超越客观品牌评价。社交媒体是主观评价的一个关键组成部分，它导致了品牌广告策略的转变，需要更加重视社交媒体营销以加强品牌。然而，很少有人关注评估归因于社交媒体营销的品牌价值——这是一个具有很高管理后果的关键战略组成部分。本研究的目的是建立社交媒体资产的关键驱动因素和衡量标准——品牌价值的一个重要方面，尤其是在社交媒体品牌管理不断发展的格局中。本研究以社会影响理论和社会资本理论为理论基础，建立了零售商品牌社交媒体资产的心理和社会驱动因素。因此，本文涵盖了心理、社会和战略层面因素的作用，其中包含有效的社交媒体营销策略。这项研究提供了显着推进零售业社交媒体品牌管理理论和管理文献的启示。