The Role of Engagement, Brand Equity, and Trust
The Case of Portuguese Telecommunications Brands on Facebook
DOI:
https://doi.org/10.34624/ijbi.v3i1.35971Keywords:
positive engagement, Negative engagement, brand equity, brand trustAbstract
Over the past few years, the consumer has increasingly engaged with brands on social networks, thus becoming crucial to evaluating trust and brand equity. This study aims to understand whether trust and brand equity are essential to the consumer in the case of telecommunications brands. A quantitative methodology was used through a survey, where the variables of positive engagement, negative engagement, brand trust, and brand equity were analyzed. In addition to the survey, a content analysis was conducted on the social networks of the three Portuguese telecommunications brands under study (Meo, Nos, and Vodafone). The study concludes that brand equity and trust are essential to consumers' opinions. There is also greater positive engagement than negative engagement with Facebook telecommunications brands. In addition, the frequency of brand publications does not result in greater Facebook engagement.
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