Dear Nisha

The widespread adoption of social media by consumers and brands has changed the brand/audience relationship drastically. A brand’s online presence, particularly their social presence, can be an asset that builds brand equity, adding value to the consumer and the brand. following paper may be useful for developing the construct for the stud

This might be useful. 

Abubakar Mohammed Abubakar Mustafa Ilkan Pinar Sahin , (2016),"eWOM, eReferral and gender in the virtual community", Marketing Intelligence & Planning, Vol. 34 Iss 5 pp. 692 - 710

Dear Nisha,

Good day,

Kindly find the attached files regarding some of my researches in Social Media Marketing.

Dr. Alhaddad

Article The Effect of Advertising Awareness on Brand Equity in Social Media

Article The Effects of Social Media Marketing in the Hotel Industry:...

https://www.researchgate.net/publication/258048911_Social_Media_Marketing_and_Relationship_Marketing_revolution_or_evolution_A_first_step_analysis

Conference Paper Social Media Marketing and Relationship Marketing: revolutio...

Hi, Nisha:

Scant evidence is available on of how social media marketing activities influence brand equity creation and consumers' behavior towards a brand. This research (Godey et al., 2016) explored these relationships by analyzing pioneering brands in the luxury sector (Burberry, Dior, Gucci, Hermès, and Louis Vuitton).

Based on a survey of 845 luxury brand consumers (Chinese, French, Indian, and Italian), who follow the five brands studied on social media, the study developed a structural equation model that helps to address gaps in prior social media branding literature. Specifically, the study demonstrated the links between social media marketing efforts and their consequences (brand preference, price premium, and loyalty). The study measured brands' social media marketing efforts as a holistic concept that incorporates five aspects (entertainment, interaction, trendiness, customization, and word of mouth).

Another contribution of the study is that it finds that SMMEs have a significant positive effect on brand equity and on the two main dimensions of brand equity: brand awareness and brand image!

• Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal Of Business Research, 69(12), 5833-5841.

Hope this helps!

Kind Regards, Nadeem

The following paper should be helpful to your topic: 

• Kozinets, R. V. (2002) The field behind the screen: Using netnography for marketing research in online communities, Journal of marketing research, 39, 1, pp. 61-72.