The impact of social networks marketing communication on brand equity, relationship equity and customer responses

Document Type : Research Paper

Authors

1 Assistant prof. University of Isfahan

2 MSc., Management Department, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran

3 Ph.D. student, Business Management, Faculty of management and mccounting, Shahid Beheshti University, Tehran

10.34785/J018.2019.420

Abstract

The purpose of this study was to investigate the effect of social network marketing communications on brand equity, communication value and customer response. The dimensions of social network marketing communications include entertainment, interaction, up-to-date, customization and word-of-mouth advertising. Brand awareness and brand image have been used as two key aspects of brand equity. Also, brand preference, willingness to pay higher and brand loyalty are considered key dimensions of customer response. Content validity was used to assess the validity of the questionnaire and Cronbach's alpha for its reliability was 0.89. The statistical population of the study is Dorsa Leather Instagram social network users. Due to the large size of the population, simple random sampling method with sample size of 300 people was used. The data were analyzed in two levels of descriptive and inferential statistics. Structural equation modeling was used to test the model and investigate the research hypotheses. The results of this study help social network managers influence customer response through the mechanisms of brand equity and communication value. Using the results of this study, it can be suggested to marketing managers to observe customer responses to these activities using predicted mechanisms in social network marketing communications and by incorporating their brand activities in social networks. By using these mechanisms, customers 'loyalty to their brand is strengthened and their customers' response to increased brand satisfaction.

Keywords

References

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Consumer Behavior Studies Journal
Volume 6, Issue 1
August 2019
Pages 105-124

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