Analyzing the Impact of Social Media Marketing Activities (SMMA) on consumers’ willingness to pay premium price and brand loyalty for Portable Electronic Tech Gadgets (PETG) with the mediating role of Brand Equity (Case of Study: Urmia Un

Articles in Press

Document Type : Research Paper

Authors

1 Assistant Professor, Department of Business Administration, Faculty of Economics and Management, Urmia University, Urmia

2 M.S Student in Business Administration, Faculty of Economics and Management, Urmia University, Urmia, Iran.

10.22034/cbsj.2024.139225.2548

Abstract

The main purpose of this study is to analyze the impact of social media marketing activities on consumers' willingness to pay higher prices and brand loyalty for portable electronic technologies (gadgets) with the mediating role of brand equity. The research method of this research is practical in terms of purpose and descriptive-survey in terms of the type and nature of the research. The field data collection tool is a standard questionnaire designed based on a five-point Likert scale. The statistical population of this research is all the students of Urmia University, 12,600 people, and according to Morgan's table, the sample size was 384 people, who were selected using stratified random sampling. The validity and reliability of the research tool was done by asking experts and professors, respectively, and also by using the method of content validity test and Cronbach's alpha coefficient. In order to test the hypotheses, factor analysis and structural equations were used using SPSS26 and SmartPLS3 software. The results of the research hypotheses test showed that , trendiness and WOM as marketing components have a positive and significant effect on brand awareness and brand image. Brand image has a positive and significant relationship with brand loyalty. Also, the results indicate a positive and significant relationship between brand loyalty and willingness to pay higher prices for portable electronic technologies. The general result of the research also confirmed the role of social media marketing activities on consumers' willingness to pay higher prices and brand loyalty.

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Consumer Behavior Studies Journal

Articles in Press, Accepted Manuscript
Available Online from 22 September 2025

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