Evaluating Brand Equity through Social Media Marketing: A Cross-Sectoral Study Integrating AIDA and S-O-R Models

Social media marketing (SMM) revolutionizes brand equity development; however, the SMM impact function and its operation are still poorly understood across industries and audiences. Most studies take a single industry perspective, for example, fashion, tech, etc. Then there are models like AIDA model (Attention, Interest, Desire, Action) and S-O-R model (Stimulus-Organism-Response), usually limited in how they apply to real-time online engagement. This study is numbered Evaluating Brand Equity through Social Media Marketing: A Cross-Sectoral Study, an Integration of AIDA and S-O-R Models which addresses some of these issues related to the capstone industry. It evaluates SMM industry impact; the underlying consumer behavior models to brand loyalty; the impact of age, gender, and media preference (digital vs. traditional) on brand equity; and provide a practical framework for brands. The study takes a qualitative approach, and leverages secondary data, including peer-reviewed journal articles, industry reports, and white papers published from 2021–2024, using purposive sampling method to select data for the study. We analyzed the secondary data in Excel, coding to examine the themes for topology. Interestingly, visual industries such as fashion (2.6% engagement) and food and beverage industries (1.8% engagement) outperformed tech (1.5% engagement) due to influencers, lifestyle posts. The AIDA and S-O-R models demonstrated how social media marketing advertisements, stories and reels, sparking emotion, develops loyalty. The biggest differences occurred in a generation-based interest. Digital influencers matter to younger people (Gen Z and Millennials) and older people (Gen X) prefer traditional media (e.g., print, television).