This document summarizes an experimental study conducted by Dr. Małgorzata Karpińska-Krakowiak on the effects of social networking sites on brand equity and consumer-brand relationships. The study tested two hypotheses: 1) exposure to a brand on social media leads to stronger consumer relationships with that brand, and 2) exposure to brand content with animation on social media leads to stronger relationships than without animation. The experiment involved exposing participants to brand content with or without animation on social networking sites or no exposure. Results found no significant differences in brand equity, rejecting both hypotheses.

1. The effects of social
networking sites on
brand equity as
a predictor of
consumer-brand
relationships.
An experimental study
Dr Małgorzata Karpińska-Krakowiak
Department of International Marketing and Retailing,
University of Lodz

2. • In the era of a vastly changing
marketing communications
environment, social media and
social networking sites become
an attractive outlet for brand
promotions and advertising.
• As traditional media such as
television, radio, and newspapers
prove ineffective in establishing a
valuable rapport with consumers,
it is social networks which are
expected to build bonds and
engage on-line users into an
amusing dialog, play, and
intercourse with brands

3. • Hypotheses
– H1: Individuals exposed to brand on SNS will develop
stronger relationships with brand (as indicated by
higher brand equity) than individuals not exposed to
this brand on SNS.
– H2: Individuals exposed on SNS to message content
with brand animation will develop stronger
relationships with a brand (as indicated by higher
brand equity) than individuals exposed to message
content without brand animation.
• Research variables
– In exploring this subject the concept of consumer-based
brand equity is being applied, as it is a commonly used
indicator of brand-consumer resonance.
– Consumer-based brand equity serves here as a
relationship outcome measure to reflect whether SNS
provide such lucrative setting for on-brand behaviours, as
it is expected.
• Research objectives
– To search for changes in brand-consumer bonds
as a result of their on-line interaction in social
networking sites.;
– To examine whether people can truly relate to
non-human objects (i.e. brands) via computer-
mediated environment

4. Analysis - linear mixed effects models
• Method
– A field experiment involving a 2 (“yes
SNS” vs. “no SNS”) x 2 (animism
message vs. no animism message)
mixed-factorial design was conducted.
– Two measurements were scheduled -
prior and after experimental treatment
– n=190 (experimental groups)
– n=67 (control group)

5. RESULTS:
H1 & H2 rejected (t=0.561, p=0.5754 )

6. Dr Małgorzata Karpińska-Krakowiak – works as an assistant professor in
the Department of International Marketing and Retailing at the
University of Lodz. Main fields of academic research: consumer
behaviour in contemporary marketplace (issues related to consumer
responses to different marketing stimuli e.g. event sponsorships, social
media, online advertising etc.); events and festivities (e.g.
anthropological analysis of events, building event communities, driving
event imagery etc.). At the same time she works as a Strategy Manager
in the marketing agency, GOH Sp. z o.o. Since 2006 she has been
involved in many marketing projects for international and Polish brands
including: Masterfoods, Colgate-Palmolive, Pepsi, Wyborowa, Nestlé,
Storck, Heinz, Vision Express, Kimberly Clark, Accor Hotels Group etc.