What is it about?

This study was conducted on customers of major brands of smartphones in India. The data were collected from 318 consumers who visited fan pages of the selected brands of smartphones. The current study examines how SMMEs influence customer behavior via brand equity and trust. Additionally, the study examines how brand equity and brand trust interact during the process. The current study's findings indicate that brand equity partially mediates the effect of SMMEs on customer response. On the other hand, SMMEs do not succeed in converting brand trust into customer response. Further, brand equity fully mediates SMMEs' effect on brand trust. Finally, the results also show that the effect of brand equity on customer response is partially mediated by brand trust. Toward the end, study dwells on its practical implications and limitations.

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Why is it important?

This study paves the path for smartphone manufacturers to develop branding strategies to ensure the desired customer response in India.


The study has been undertaken in respect of consumers of smartphones in India. In India, smartphone brands are exceptionally active on social media platforms, and they have assumed the forerunner's position on YouTube, Twitter, Facebook, Instagram, and TikTok.

Ruturaj Baber
Symbiosis International University

Read the Original

This page is a summary of: Effect of online social media marketing efforts on customer response, Journal of Consumer Behaviour, January 2022, Wiley, DOI: 10.1002/cb.2031.
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