The effect of social networks on online brand relationships: The moderating role of online brand experience

Document Type : Original Article

Authors

1 Department of Business Management, Islamic Azad University, Science and Research Branch of Tehran

2 Director of the Department of Commerce of the Azad University of Science and Research

3 Head of Islamic Azad University, Central Tehran Branch

Abstract

Todays, gaining more share from the consumer market is the main purpose of companies and industry owners. The high popularity and potential benefits of social media, easy access, reduced perception cost, and high efficiency in communications have encouraged many companies to attend such spaces. The present study aimed to investigate the effect of social networks on online brand relationships by moderating online brand experience. This study was applied in terms of objective and descriptive-survey in terms of method. The statistical population of the study included the users of social network, marketing experts, and active business managers in social networks in Tehran. A number of 384 subjects were analyzed using random sampling and Cochran, Krejcie, and Morgan statistical formula. A researcher-made questionnaire was used for this study and its validity and reliability were tested. Cronbach's alpha coefficient was obtained as 0.901. In addition, structural equation technique was used to measure the effect of variables using PLS software. The findings indicated that the dimensions of social networks (experimental benefits, functional benefits) play a significant role in determining the online brand relationships of individuals. In addition, it was found that online brand experience as a moderator variable and social network variables have a significant positive effect on online brand relationships.

Keywords

Consumer Behavior Studies Journal

Articles in Press, Accepted Manuscript
Available Online from 24 June 2022

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