DiscoverMarketing Science LabSocial Media Gospel or Marketing Fact? Untangling Brand Benefits in the Digital Age
Social Media Gospel or Marketing Fact? Untangling Brand Benefits in the Digital Age

Social Media Gospel or Marketing Fact? Untangling Brand Benefits in the Digital Age

Update: 2025-01-25
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Source: Mathai, S., Kumar, S., Sreen, N. and Jeswani, S. (2025), "Are social media marketing activities reaping benefits for brands? The moderating role of education", Marketing Intelligence & Planning https://doi.org/10.1108/MIP-02-2024-0137


Show notes: https://www.marketingsciencelab.org/p/does-social-media-work


Social media is everywhere these days, but what effect does it have on brands? This recent research digs into that very question, exploring whether social media marketing (SMM) actually boosts brands by analyzing consumer-based brand equity (CBBE) and continued usage intentions. The study also investigates how educational levels influence the ways consumers respond to brand activities in social media. It’s quite timely work, given the exponential growth of social media in our marketing world.

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Social Media Gospel or Marketing Fact? Untangling Brand Benefits in the Digital Age

Social Media Gospel or Marketing Fact? Untangling Brand Benefits in the Digital Age

Decoding the science of digital persuasion.