Fernando Jurado Ramos – University of Malaga, Campus de Teatinos, 29071 Málaga, Spain

Javier Perez-Aranda – University of Malaga, Campus de Teatinos, 29071 Málaga, Spain

DOI: https://doi.org/10.31410/ERAZ.S.P.2020.83

 

 6th International Conference – ERAZ 2020 – KNOWLEDGE BASED SUSTAINABLE DEVELOPMENT,  Online/virtual, May 21, 2020, SELECTED PAPERS

 Published by: Association of Economists and Managers of the Balkans – Belgrade, Serbia

Conference partners: Faculty of Economics and Business, Mediterranean University, Montenegro; University of National and World Economy – Sofia, Bulgaria; Faculty of Commercial and Business Studies – Celje, Slovenia; Faculty of Applied Management, Economics and Finance – Belgrade, Serbia

 ISBN 978-86-80194-34-9, ISSN 2683-5568, DOI: https://doi.org/10.31410/ERAZ.S.P.2020

 

 Abstract

Social networks have become a means of interaction between companies or organizations
and consumers. However, few studies have dealt with the use of tangible and intangible attributes on
social networks of manufacturing companies. This work deepens the concept of brand equity of European
manufacturing companies through the analysis of brand engagement and electronic word-ofmouth
(eWOM) generated by social media posts. Firstly, tangible and intangible attributes have been
identified on tweets. Secondly, it has been analysed if there is a link between tweets based on tangible
and intangible attributes and number of likes (brand engagement) or retweets (eWOM). The multivariate
analysis results show relationships between publications including the analysed attributes and
brand equity. In contrast, eWOM is only related with tangible attributes. Conclusions are discussed.

 Key words

Brand equity, Social networks, Manufacturing sector, Tangible and intangible, Brand engagement
and eWOM.

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