**Three paragraphs: I am expecting about 1-2 pages, APA 6th edition format, 12 pt. Times New Roman, double spaced, include a REFERENCE or WORKS CITED section at the end of your review.
1P) Summary of the article
2P) Summary the statistics used
3P) Did the statistics support their argument?
(1) Attach your summary as a Word Document or PDF file. Make sure to summarize the statistics.
(2) Attach your article as a Word Document or PDF file. OR Provide the link to the article in the assignment window.
UWA College of Business
Marketing Article Summary BQ 371 Advanced Statistics Spring 2016
Winkles, Brie 1-22-2016
The area of interest in business that was researched was marketing. The article, “Do
social media marketing activities enhance customer equity? An empirical study of luxury fashion
brand” was written by Kim and Ko (Kim & Ko, 2012). The authors address the question stated
in the title about social marketing media (SMM). The goal was to research the identifying
characteristics of SMM and to explore the correlation among these characteristics in relation to
luxury fashion brands. The five main constructs were listed as; SMM activities, value equity,
relationship equity, brand equity, customer equity, and purchase intention. Five sub-constructs
were defined under SMM activities as entertainment, interaction, trendiness, customization, and
word of mouth. The authors defined these constructs very well in terms of the area of luxury
brands. A few of the luxury brands were listed in the literature review and survey as; Louis
Vuitton, Gucci, Burberry, and Dolce & Gabbana. Kim and Ko also discussed the “digital IQ” of
luxury brands and defined these as a rating scale on four different characteristics (p. 1482). Some
of the SMM mentioned were Twitter, Facebook, YouTube, live broadcasting blogs, and iPhone
The authors provided their well-defined ten hypotheses among the constructs listed above
(p. 1482). The measurements included; descriptive statistics, Cronbach’s α (test for reliability),
confirmatory factor analysis (CFA measures the validity of the constructs), correlation matrix
(measures the relationship among variables), and structural equation modeling (used to test the
hypotheses). All of the results were well described and summarized in convenient tables. All of
the tests reported the p-values, test statistics (t-values), and Beta levels (β) to determine
significant differences or no significant differences. Also, the results of the structural equation
model was diagramed as a figure in the article. This diagram was help to visually see the
relationships among the five main constructs of interest and their significance.
The statistical results gave the following conclusions to the research. The SMM activities
were over all significant and positive in terms of the three customer equity drivers; value equity,
relationship equity, and brand equity. The customer equity drivers and customer equity; brand
equity was negative effect, but value and relationship equity had no effect. Purchase intention
and customer equity; value and brand equity were significantly positive were relationship equity
had no effect. Lastly, purchase intention and customer equity were significant. Overall, the study
would be helpful for luxury brands to forecast future purchasing behavior of their customers
accurately and help lead them in managing assets and marketing activities.