تأثیر بازاریابی رسانه های اجتماعی بر رفتار مصرف کنندگان؛ بررسی نقش ارزش ویژه برند، کیفیت رابطه برند و نگرش نسبت به برند

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استاد/ دانشگاه تربیت مدرس

2 دانشجو/ دانشگاه تربیت مدرس

3 دانشیار/ دانشگاه تربیت مدرس

چکیده

پژوهش حاضر با هدف بررسی تأثیر بازاریابی رسانه های اجتماعی بر رفتار مصرف کننده از طریق ارزش ویژه برند، کیفیت رابطه برند و نگرش نسبت به برند در بین مشتریان فروشگاه های اینترنتی در سطح شهر تهران که دنبال کننده صفحات این برندهای فروشگاهی در رسانه های اجتماعی نیز هستند، صورت گرفته است . پژوهش از حیث هدف کاربردی و از نظر استراتژی های پژوهشی در زمره پیمایشی- توصیفی قرار می گیرد. به منظور آزمون فرضیات ، پرسشنامه پژوهش در بین نمونه مورد بررسی توزیع شد که در نهایت تعداد 391 پرسشنامه جمع آوری گردید. به منظور تحلیل داده ها و نتایج از تکنیک مدلسازی معادلات ساختاری استفاده شده است. یافته ها نشان می دهد که بازاریابی رسانه های اجتماعی اثر مثبت و معناداری بر ارزش ویژه برند و کیفیت رابطه برند دارد. ارزش ویژه برند و کیفیت رابطه برند اثر مثبت و معناداری بر نگرش نسبت به برند دارند و به دنبال آن نگرش نسبت به برند تأثیر مثبت و معناداری بر رفتار مصرف کننده دارد. این امر حاکی است که تمامی فرضیات پژوهش تأیید شده است و بازاریابی رسانه های اجتماعی از طریق ارزش ویژه برند، کیفیت رابطه برند و نگرش نسبت به برند بر رفتار مصرف کننده اثر می گذارد .

کلیدواژه‌ها


عنوان مقاله [English]

The Effect of Social Media Marketing on Consumer Behavior; Investigating the Role of Brand Equity, Brand Relationship Quality and Attitude towards Brand

نویسندگان [English]

  • Hamid Khodadad Hosseini 1
  • Niloofar Samiei 2
  • Parviz Ahmadi 3
1 Professor/ Tarbiat Modares University
2 student/ Tarbiat Modares University
3 Associate Professor/ Tarbiat Modares University
چکیده [English]

This research aims to investigate the effect of social media marketing on consumer behavior by means of brand equity, brand relationship quality and attitude towards brand among the customers of online shops in Tehran who have followed the social media of those online shops.
In terms of research objectives; this research is an applied research and in terms of research strategies is a quantitative and survey- descriptive study. The sampling method of this study is random sampling and the data required to test the hypotheses were gathered by questionnaire. Finally, 391 questionnaires were gathered to analyze.
The hypotheses of this research are analyzed and tested by using of structural equation modeling.
The results show that the effect of social media marketing activities on brand equity and brand relationship quality are positive and significant. On the other hand, brand equity and brand relationship quality have positive and significant effect on brand attitude and consequently, on consumer behavior.

کلیدواژه‌ها [English]

  • Social media marketing
  • Brand equity
  • Brand Relationship Quality
  • Attitude towards Brand
  • Consumer Behavior
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