THE RELATIONSHIP BETWEEN FIRM - GENERATED CONTENT, EMPATHY, USER - GENERATED CONTENT AND BRAND EQUITY

Abstract

This study aims to explore and measure the relationship between firm generated content, empathy, user generated content, and brand equity. The research sample consists of 350 customers using social networks to interact with each other, the author used linear structure model (SEM) to test the hypotheses. Through analysis, the author has proposed a direct relationship between firm generated content and empathy, a direct relationship between empathy and brand equity. At the same time, this study compared the indirect relationship between empathy and brand equity through user-generated content. The proposed model provides valuable insights into the role of using empathy on social media. Hence, marketers should be aware of the importance of using empathy in social media posts.