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

• Main Authors: Majid Mohammad shafiee, Yazdan Rahmatabadi, omid soleymanzadeh
• Format: Article
• Language: fas
• Published: University of Kurdistan 2019-08-01
• Series: مطالعات رفتار مصرف کننده.
• Subjects: brand equity; customer responses; marketing communication; relationship equity; social networks
• Online Access: http://cbs.uok.ac.ir/article_61074_0570de984a20f1205c476d722626d69d.pdf

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.