THE IMPACT OF THE FIRM GENERATED CONTENTS AND THE USER GENERATED CONTENTS THROUGH SOCIAL MEDIA ON BRAND EQUITY ELEMENTS

It is an era of modern communication technology, whereconsumers are well aware and connected to products and brands. Bygenerating content related to products or brands consumers can nowmake or destroy a brand. Communication through online social mediahas shaped the overall communication strategy of the firms, as moreand more firms are struggling hard to understand and control theonline social media communication for better and secured future ofthe brand and the firm. The aim of this study was to measure the impactof the firm generated social media communication and the usergenerated social media communication on the elements of brandequity. A conceptual framework was developed based on Aaker’s BrandEquity model. The constructs and scale items were adopted fromprevious studies and had valid reliability. SEM was performed throughAMOS. Findings of this research revealed that both the firm generatedand the user generated social media communications have a positiveinfluence on the brand equity elements