Suchergebnisse

Social media is a prominent marketing tool to attract the attention of online target audiences, which can ultimately lead to increased website traffic. This study analyzed the relationship between social media marketing and brand equity, and examined whether customer brand engagement
acts as a mediator of this relationship. We conducted a survey with 275 college student WeChat users in China, and used structural equation modeling for data analysis. The results indicated there was a positive direct link between social media marketing and brand equity, with customer brand
engagement playing a mediating role. These findings provide valuable insights for brand managers in understanding the impact of social media marketing on fostering customer brand engagement and building brand equity.

AbstractWe explore the role of public climate attention, captured by the Baidu search volume index, in the downside risk. Using 45 keywords from five perspectives related to climate change, we construct a public climate attention index in China. We find a positive and significant relationship between climate attention and downside risk at the market‐level and firm‐level. Moreover, the risk‐increase effect of climate attention becomes more prominent for state‐owned and high‐carbon‐emission firms. Further analysis shows that excellent sustainable performance can moderate the adverse effect of rising climate attention, while the major climate disasters exacerbate the effect. Overall, our findings shed additional light on the important role of collective climate beliefs in corporate risk management and investor decision‐making.