| Summary: | This dissertation intends to study the impact of social media on brand equity, with focus on the portuguese beer brand Super Bock. This study was conducted using a model to measure brand equity based on the Multidimensional Consumer-based Brand Equity scale (MBE) and Overall Brand Equity (OBE) by Yoo & Donthu (2001). These scales were used to measure consumer’s brand equity and the 4 dimensions: brand awareness and associations, perceived quality, loyalty and social media. The methodology used to collect data to the study consisted in two parts: a qualitative part, through interviews and a quantitative parte, made through a online survey. Social media has an important role on Super Bock’s communication strategy. The brand makes high investments on advertising on the Internet and on social media platforms. Facebook is the most important social media platform for the brand, who invests in creating relationships with consumers. Two studies were done to test the impact of social media on the brand equity of Super Bock. However, it was not possible to prove its impact, due to inconsistencies in the results. In spite of not knowing if social media can impact brand equity in general, it seems to have a positive impact on the other three dimensions. Also, location and gender proved to be important factors influencing the brand equity of Super Bock.
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