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

Document Type : Research Paper

Authors

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

3 Ph.D. Student of Marketing Management, Alzahra University. Tehran. Iran.

Abstract

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.

Keywords

Main Subjects

References

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