Navigating the digital landscape: the impact of social media agility on customer-based brand equity, customer engagement, and customer motivation.

Abstract

Despite the increasing number of social media users and the advantages linked to agility in other areas, the implementation of agility within a social media framework remains unexamined. This study aims to examine how perceived social media agility influences customer-based brand equity through the mediating roles of customer engagement and customer motivation. A quantitative method was utilized. Data was collected from 420 Social Networking Site users in Turkey using a questionnaire. The study utilised convenience sampling method to gather the data. Structural equation modelling was used to analyse the data, employing SmartPLS 4. The results show that perceived social media agility has a positive impact on customer-based brand equity, customer engagement, and customer motivation. Customer engagement and customer motivation were found to impact customer-based brand equity significantly. Furthermore, customer motivation has no significant impact on customer engagement. Change-seeking has a positive influence on customer engagement and customer motivation. Customer engagement and customer motivation were found to significantly mediate the link between perceived social media agility and customer-based brand equity. The study contributes to the literature by integrating social media agility into established frameworks of brand equity and consumer behaviour. Practically, the results suggest that firms should develop agile and responsive social media strategies to enhance customer engagement and strengthen brand equity.