تاثیر بازاریابی رسانه اجتماعی بر ارزش ویژه برند با نقش میانجی تجربه برند و مزایای رسانه های اجتماعی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت ، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران.

2 دانشجوی دکتری مدیریت بازاریابی، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران.

چکیده

هدف این مطالعه، گسترش دانش در ارتباط با فعالیت‌های بازاریابی رسانه‌های اجتماعی و ارائه راهکارهایی برای افزایش ارزش ویژه برند از طریق فعالیت‌های بازاریابی در شبکه اجتماعی اینستاگرام است. پارادایم اصلی این پژوهش؛ اثبات‌گرا، هدف؛ توصیفی، جهت‌گیری پژوهش؛ کاربردی و رویکرد قیاسی است. نمونه آماری تحقیق مخاطبان شبکه اینستاگرام یک شرکت فعال در صنعت مواد غذایی است که از جدول مورگان 389 نفر به به عنوان حجم نمونه تعیین شد. در این مقاله برای تجزیه و تحلیل داده‌ها از روش مدل‌سازی معادلات ساختاری استفاده شده است. یافته‌ها نشان داد که بازاریابی رسانه‌های اجتماعی با تجربه‌ی برند، ارزش ویژه‌ی‌برند و مزایای رسانه‌های اجتماعی؛ هم‌چنین تجربه برند با مزایای رسانه‌های اجتماعی و ارزش ویژه‌ی‌برند و در نهایت مزایای رسانه‌های اجتماعی با ارزش ویژه‌ی‌‌برند ارتباط مستقیم و معنی‌دار دارد. نتایج حاکی از آن است که فعالیت‌های بازاریابی رسانه‌های اجتماعی بر ارزش ویژه‌ی برند تاثیرگذار است و توجه به ابعاد سرگرمی، بروز بودن، تعامل مشتری با رسانه‌ها و شخصی‌سازی سفارش‌ها در بهبود ارزش ویژه‌ی‌برند موثر است. مدیران می‌توانند از این یافته‌ها برای بهبود استراتژی‌های بازاریابی خود در رسانه‌های اجتماعی استفاده کنند

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Effect of Social Media Marketing on Brand Equity with the Mediating Role of Brand Experience and Social Media Benefits

نویسندگان [English]

  • Manijeh Haghighinasab 1
  • Payvand MirzaeianKhamseh 2
  • Marzieh Soltani Tajabadi 2
1 Associate Professor of Marketing Management, Department of Management, Faculty of Social Sciences and Economics, Alzahra University.Tehran. Iran.
2 Ph.D. Student of Marketing Management, Alzahra University. Tehran. Iran
چکیده [English]

This study aims to expand knowledge related to social media marketing activities and provide solutions to increase brand equity through marketing activities on Instagram. The primary paradigm of this research; is positivist, the aim; is descriptive, and a statistical sample of social media customer research is a company active in the food industry, which was determined as the sample size from Morgan's table of 389 people. This study is placed in the applied axis with a comparative approach. The structural equation modeling method was used to analyze the data. The findings of this research showed that social media marketing with brand experience, brand equity, and social media benefits; Also, the brand experience has a direct and meaningful relationship with the social media benefits and brand equity, and finally, the social media benefits with the brand equity. The results showed that social media marketing activities affect brand equity, and paying attention to the dimensions of entertainment, novelty, customer interaction with media, and personalization of orders effectively improves brand equity. Managers can use these findings to improve their marketing strategies on social media.

کلیدواژه‌ها [English]

  • Keywords: social media marketing
  • brand equity
  • social media benefits
  • brand experience

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