Abstract

The paper analyzes three models in order to identify the causal combinations of social media usage and management that lead to an improvement of, respectively, brand awareness, brand reputation, and brand loyalty. Data collected from 268 managers operating in organizational units closely involved in marketing and communication activities have been analyzed using fuzzy-set qualitative comparative analysis (fsQCA). Different equifinal pathways emerge, highlighting some commonalities, as well as some specificities. Social media integration with other communication channels and dissemination of information collected through social media within the organization turn out to be two managerial practices with a relevant role in achieving higher brand awareness, brand reputation, and brand loyalty. Moreover, social media responsiveness appears to be crucial for enhancing brand loyalty. These results contribute to the branding and social media literature, providing also interesting insights for practitioners to understand how to strength brands in the social media era.

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