Investigating the Impact of Social Media Advertising Features on Brand Equity and Brand Experience in the Retail Industry

This study focuses on examining whether social media advertising elements (entertainment, perceived relevance, interactivity, and informativeness) affect brand equity and brand experience in the retail context. Several customers of UAE retail stores were surveyed using a questionnaire to
collect the relevant information. The entire data collection process was conducted using a convenience sample. After collecting a total of 307 valid questionnaires from the participants, the data was analyzed via AMOS software. The results displayed that entertainment and informativeness have a positive impact on brand experience and brand equity. The results also verified that perceived relevance and interactivity have positive effects on brand equity and brand experience. The outcomes also verified that brand experience has a positive as well as significant impact on brand equity. This research adds to the current literature by verifying the significance of social media advertising
activities in affecting brand experience, and thus brand equity in the retail context.