Purpose

This research aims to explore the impact of social media marketing (SMM) activities on brand equity (BE) in the banking sector in Bangladesh. Moreover, brand love and brand trust are examined as a mediator of SMM activities and BE.

Design/methodology/approach

Data were collected from a total of 289 banking customers in Bangladesh through a structured questionnaire and the hypotheses were examined using structural equation modeling (SEM).

Findings

The results validated that SMM activities have no significant influence on BE directly. Furthermore, brand love fully mediates the linkage between SMM activities and BE. Likewise, brand trust was found to have a partial mediation effect on SMM activities and BE.

Research limitations/implications

This study was based on a specific sector in a particular geographic area. Hence, cross-cultural studies on different sectors need to be conducted to generalize the findings of the current research.

Practical implications

The study offers useful insights for bank marketers to successfully manage SMM activities that can generate consumer interest toward a bank's brand and prevent switching behavior. Furthermore, the proliferation of authentic brand-related information over a firms' social media pages can build strong brand trust, which in turn contributes to BE for the banks.

Originality/value

The study further extended the current knowledge by showing that how SMM activities influence BE in the banking sector in Bangladesh. Also, this study empirically corroborates the mediation influence of brand love and brand trust on SMM activities and BE in the banking sector in Bangladesh, which was rarely tested in prior studies. Hence, the findings will add value to the nascent literature of BE from an SMM perspective.

中文翻译：

---

孟加拉国银行业社交媒体营销活动对品牌资产的影响：品牌爱与品牌信任的中介作用

目的

本研究旨在探讨社交媒体营销 (SMM) 活动对孟加拉国银行业品牌资产 (BE) 的影响。此外，品牌热爱和品牌信任被视为 SMM 活动和 BE 的中介。

设计/方法/方法

通过结构化问卷从孟加拉国总共 289 名银行客户收集数据，并使用结构方程模型 (SEM) 检查假设。

发现

结果验证了 SMM 活动对 BE 没有直接影响。此外，品牌爱充分中介了SMM活动与BE之间的联系。同样，发现品牌信任对 SMM 活动和 BE 有部分中介作用。

研究限制/影响

该研究基于特定地理区域的特定部门。因此，需要对不同部门进行跨文化研究，以概括当前研究的结果。

实际影响

该研究为银行营销人员成功管理 SMM 活动提供了有用的见解，这些活动可以激发消费者对银行品牌的兴趣并防止转换行为。此外，真实品牌相关信息在公司社交媒体页面上的扩散可以建立强大的品牌信任，这反过来又有助于银行的 BE。

原创性/价值

该研究通过展示 SMM 活动如何影响孟加拉国银行业的 BE，进一步扩展了当前的知识。此外，本研究实证证实了品牌热爱和品牌信任对孟加拉国银行业的 SMM 活动和 BE 的中介影响，这在先前的研究中很少被测试。因此，从 SMM 的角度来看，这些发现将为 BE 的新生文献增加价值。