The impact of brand communication on brand equity through Facebook

Purpose: The purpose of this study is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity metrics through Facebook. Design/methodology/approach: We evaluated 302 data sets that were generated through a standardized online-survey to investigate the impact of firm-created and user-generated social media brand communication on brand awareness/associations, perceived quality, and brand loyalty across 60 brands within three different industries: non-alcoholic beverages, clothing, and mobile network providers. We applied structural equation modeling techniques (SEM) to investigate the effects of social media brand communication on consumers’ perception of brand equity metrics, as well as in an examination of industry-specific differences. Findings: The results of our empirical studies showed that both firm-created and user-generated social media brand communication influence brand awareness/associations; whereas, user-generated social media brand communication had a positive impact on brand loyalty and perceived brand quality. Additionally, there are significant differences between the industries being investigated. Originality/value: This article is pioneering in that it exposes the effects of two different types of social media brand communication (i.e., firm-created and user-generated social media communication) on consumer-based brand equity metrics, a topic of relevance for both marketers and scholars in the era of social media. Additionally, it differentiates the effects of social media brand communication across industries, which indicate that practitioners should implement social media strategies according to industry specifics to lever consumer-based brand equity metrics

Free analysis and planar algebras

We study 2-cabled analogs of Voiculescu's trace and free Gibbs states on Jones planar algebras. These states are traces on a tower of graded algebras associated to a Jones planar algebra. Among our results is that, with a suitable definition, finiteness of free Fisher information for planar algebra traces implies that the associated tower of von Neumann algebras consists of factors, and that the standard invariant of the associated inclusion is exactly the original planar algebra. We also give conditions that imply that the associated von Neumann algebras are non-$\Gamma$ non-$L^2$ rigid factors

A scale to measure consumer’s engagement with social media brand-related content

The purpose of this study is to fill the gap in the literature concerning to the measurement of consumer’s engagement with social media brand-related content (hereafter, CESBC). We introduce empirical evidence for the development and measurement of CESBC scale. The scale is based on the consumer's online brand-related framework and comprises three dimensions: consumption, contribution, and creation. We used qualitative techniques to prepare an initial list of items and tested and validated the CESBC scale with confirmatory factor analysis (CFA). Results (n = 2252) confirmed the three-factor structure of the CESBC and indicated its good psychometric properties

User-generated images and its impact on consumer-based brand equity and on purchase intention

Researchers and brand managers have limited knowledge of the effects that different types of user-generated content (UGC) have on consumers’ perception of brands and behavior. In this study we investigated 301 authors of a specific category of UGC, i.e., user-generated images (UGI) on a social networking site to confirm the relationships of four drivers reported in literature (co-creation, empowerment, community, and self-concept) to the consumers involvement with UGI, and consequently how it impacts consumer-based brand equity and purchase intention. When analyzing the data, we applied the structural equation modeling technique with Mplus software. The results of the empirical study showed that from the four drivers, only the perception of community influenced the consumers’ involvement with the creation of brand-related images. Subsequently, the consumers’ involvement with UGI directly affected both brand equity and brand purchase intention

Tuning of magnetic and electronic states by control of oxygen content in lanthanum strontium cobaltites

We report on the magnetic, resistive, and structural studies of perovskite La$_{1/3}$Sr$_{2/3}$CoO$_{3-\delta}$. By using the relation of synthesis temperature and oxygen partial pressure to oxygen stoichiometry obtained from thermogravimetric analysis, we have synthesized a series of samples with precisely controlled $\delta=0.00-0.49$. These samples show three structural phases at $\delta=0.00-0.15$, $\approx0.25$, $\approx0.5$, and two-phase behavior for other oxygen contents. The stoichiometric material with $\delta=0.00$ is a cubic ferromagnetic metal with the Curie temperature $T_{\rm C}=274$ K. The increase of $\delta$ to 0.15 is followed by a linear decrease of $T_{\rm C}$ to $\approx$ 160 K and a metal-insulator transition near the boundary of the cubic structure range. Further increase of $\delta$ results in formation of a tetragonal $2a_p\times 2a_p \times 4a_p$ phase for $\delta\approx 0.25$ and a brownmillerite phase for $\delta\approx0.5$. At low temperatures, these are weak ferromagnetic insulators (canted antiferromagnets) with magnetic transitions at $T_{\rm m}\approx230$ and 120 K, respectively. At higher temperatures, the $2a_p\times 2a_p \times 4a_p$ phase is $G$-type antiferromagnetic between 230 K and $\approx$360 K. Low temperature magnetic properties of this system for $\delta<1/3$ can be described in terms of a mixture of Co$^{3+}$ ions in the low-spin state and Co$^{4+}$ ions in the intermediate-spin state and a possible spin transition of Co$^{3+}$ to the intermediate-spin state above $T_{\rm C}$. For $\delta>1/3$, there appears to be a combination of Co$^{2+}$ and Co$^{3+}$ ions, both in the high-spin state with dominating antiferromagnetic interactions.Comment: RevTeX, 9 pages, 7 figures, to be published in Physical Review