Özet:

This study analyzes marketing communication (MC) impact on brand equity (BE) in social media (SM) seeking to identify mediating role of consumer engagement behavior (CEB) between generated functional and hedonic content on brand equity (BE). The CEB is divided into three levels: consuming, contributing, and creating. A survey-based empirical study with 402 respondents was conducted in the Eastern Europe country Lithuania. The implemented five control variables disclosed new mediation tracks and the good fit of the model, with the main findings of the research being that CEB occurring via SM platforms mediates the relationship between marketing communication and BE. 

Anahtar Kelimeler: