The Influence of Social Media on Brand Equity: Analyzing the Four Dimensions of Consumer-Based Brand Value

Abstract

This study focuses on the transformation of brand communication in the digital age, particularly under the profound influence of social media platforms such as Instagram, TikTok, Weibo, and Redbook. As consumer attention shifts toward highly interactive, algorithm-driven environments, traditional brand-building models have struggled to adapt to new forms of engagement and value creation. As social media becomes a primary medium for brand-customer interaction, the ability to evaluate and manage brand equity in this context is essential for sustaining long-term competitive advantage. This research contributes to evolving literature by offering an integrated analysis of how digital platforms shape consumer-based brand equity in real time. The research primarily adopts the method of literature analysis, reviewing a wide range of academic studies, marketing reports, and case examples across platforms and cultural contexts. This approach allows for a systematic comparison of brand-building mechanisms while highlighting cross-platform patterns and emerging consumer behaviors. The strength of this method lies in its ability to synthesize diverse perspectives and identify theoretical gaps, offering a comprehensive understanding of the topic.