Chinedu Felix Ikoko

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.

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. A quantitative method was utilized. Data was collected from 420 Social Networking Site users in Turkey, utilizing the convenience sampling method. SmartPLS was used for data analysis. 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 provides an exhaustive framework that incorporates social media agility, customer motivation, and engagement, thereby enhancing theoretical models of brand equity and customer behaviour. Managers must prioritize the development of flexible social media strategies that can swiftly adapt to changes and trends, cultivating a dynamic and participatory online presence. This study advances digital marketing literature by integrating the investigated constructs into a unified conceptual framework.