The Impact of Promotion by Social Media on Brand Equity: A Field Study at the Customers’ Perspective of Mobile Companies in Yemen

Abstract

Basically, this study aimed at identifying the impact of the promotion via social media on the brand equity of the Mobile Service Providers Companies in Yemen from their customers’ perspective, and to extend recommendations for the decision makers of these. To achieve this objective, the study used the descriptive analytical approach to test the hypotheses using a questioner that was designed for data collection.A purposive controlled sample was selected from mobile providing service companies’ customers. A package of statistical methods was used to achieve the objectives of this study and the following main conclusions were revealed: There was a significant statistical impact for the promotion through Social Media (Advertisement and Content Exchange) on the Brand Equity.Based on the results, the study presented a set of recommendations: companies should give more focus on this aspect in their marketing activities and strategies.