The Effect of Social Media Marketing on Consumer Behavior Regarding the Mediating Role of Brand Value

Abstract :

The aim of the research is investigating the effect of social media marketing on consumer behavior with regard to the mediating role of brand value. Research method: The research method in this research is practical in terms of its purpose, and in terms of the type of research, it is descriptive-survey of the correlation type and it is cross-sectional in terms of time. The statistical population of this research is the consumers of Nike, Puma, Adidas and Reebok brands in Tehran. The research measurement tool is a standard questionnaire.  To measure the validity of the questionnaires using the content method and to determine its reliability, Cronbach's alpha was calculated. Research findings: The total Cronbach's alpha value was estimated to be 0.845. To check the normality of the data, the Kolmogorov-Smirnov test and all these analyzes were performed using SPSS 24 and Smart PLS software. The research results showed that social media marketing has an effect on consumer behavior. And entertainment has no significant effect on brand awareness and brand name image. Also, favorable information does not have a significant effect on brand awareness. The rest of the research hypotheses were confirmed. That is, favorable information has a significant effect on brand image and word of mouth marketing on brand awareness and brand image. Brand awareness also has a significant effect on brand preference and brand loyalty. And finally, the image of the brand name has a significant effect on brand preference and brand loyalty

References:

افتاده؛ عباسی. (1399). بررسی عوامل مؤثر بر وفاداری مشتری: مطالعه موردی بانک تجارت شیراز. دوماهنامه علمی-پژوهشی دانشگاه شاهد، 18: 467-482.
امیرشاهی، احمد. (1402). بررسی میزان ملیت‌گرایی مصرف‌کنندگان در صنعت لوازم‌خانگی کوچک در ایران، مجله مدیریت بازاریابی، 2(3): 83-72.
خورشيدي، غلامحسين؛ مقدمی، اصغر. (1401). برداشت ادراكي از لوازم‌خانگی ايراني و کره‌ای؛ مجله چشم‌انداز مديريت بازرگاني، 1: 93-77.
درگی، علی. (1403). رابطه به‌کارگیری فناوری اطلاعات با بهره‌وری منابع انسانی. پایان‌نامه کارشناسی ارشد دانشگاه علامه طباطبایی تهران.
ستوده، محمود. (1402). تأثیر ارزش ویژه برند بر رفتار مشتریان در صنعت بیمه. پایان‌نامه کارشناسی ارشد. دانشگاه علامه طباطبایی.
سید جوادین، سید رضا؛ کیماسی، مسعود. (1389). مدیریت کیفیت خدمات. تهران: نگاه دانش.
صفری، علی؛ حسینی، سمیه. (1402). تأثیر عناصر آمیخته بازاریابی سبز بر وفاداری مشتریان به برند شرکت (موردمطالعه: شرکت قند نقش‌جهان تهران )، فصلنامۀ علمی- پژوهشی تحقیقات بازاریابی نوین، 4(2): 14.
Albert, Z., Pope, Y.W. (2023). An empirical evaluation of a customer-based brand equity model and its managerial implications. Journal of marketing Science. 2: 31-42
. Anderson, R.E., Srinivasan, S.S. (2021). E‐satisfaction and e‐loyalty: A contingency framework. Psychology & marketing, 20(2): 123-138
. Ashley, J.T., Baker, J.E. (2020). Hydrophobic organic contaminants in surficial sediments of Baltimore Harbor: Inventories and sources. Environmental Toxicology and Chemistry, 18(5): 838-849
. Atilgan, E., Aksoy, S., Akinci, S. (2023). Determinants of the brand equity: A verification approach in the beverage industry in Turkey. Marketing intelligence & planning, 23(3): 237-248
. Baumgarth, C., Schmidt, M. (2010). How strong is the business-to-business brand in the workforce? An empirically-tested model of ‘internal brand equity’in a business-to-business setting. Industrial Marketing Management, 39(8):1250-1260
. Chen, G.G. (2022). The sequence of the human genome. Science, 291(5507): 1304-1351
. Daino, J.F.S. (2023). Life would be a lot easier if we were a Kit Kat, Practitioners' views on the challenges of branding financial services successfully. The Journal of Brand Management, 12(1): 12-30
. Davcik, S.N. (2020). An empirical investigation of brand equity: drivers and their consequences. British Food Journal, 115(9): 1342-1360
. Dean, M. (2022). SWRL: A semantic web rule language combining OWL and RuleML. W3C Member submission, 21(79): 1-31
. Devlin, J.F., Azhar, S. (2020). Life would be a lot easier if we were a Kit Kat, practitioners' views on the challenges of branding financial services successfully. Journal of Brand Management, 12(1): 12-30
. Dibb, S., Simkin, L. (2021). Marketing educators: addressing implementation in core courses. Journal of Strategic Marketing, 11(1): 3-13
. Edward E.R, Wern, O.M. (2015). The mediating role of corporate image on customers, International Journal of Bank Marketing, 16(2): 52 – 65
. Emari, H., Jafari, A., Mogaddam, M. (2022). The mediatory impact of brand loyalty and brand image on brand equity. African Journal of Business Management, 6(17): 5692-5701
. Ferry, D.R. (2016). Phase I clinical trial of the flavonoid quercetin: pharmacokinetics and evidence for in vivo tyrosine kinase inhibition. Clinical cancer research, 2(4): 659-668
. Fullerton, G. (2023). How commitment both enables and undermines marketing relationships. European journal of marketing, 39(11/12): 1372-1388
. Godey, Bruno., Aikaterini, Manthiou., Daniele, Pederzoli., Joonas, Rokka., Gaetano, Aiello., Raffaele, Donvito., Rahul, Singh. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior, Journal of Business Research, Volume 69, Issue 12, pp. 5833-5841
. Jamati, H. (2021). Review of Jonah Steinberg, Isma’ili Modern: Globalization and Identity in a Muslim Community. Contemporary Islam, 7(2): 233-235
. Jumiat, R. (2021). Reputation attributes in retailing services: Managerial perspective. Managing Service Quality: An International Journal, 21(4): 410-423
. Jung, J., Sung, E. (2022). Consumer-based brand equity: Comparisons among Americans and South Koreans in the USA and South Koreans in Korea. Journal of Fashion Marketing and Management: An International Journal, 12(1): 24-35
. Kakkos, S.Y., Shankar, V., Erramilli, M.K., Murthy, B. (2023). Customer Value, Satisfaction, Loyalty, and Switching Costs: An Illustration from a Business-to-Business Service Context
. Kaplan, A.M., Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business horizons, 53(1): 59-68
. Kaplan, N., Trivellas, P., Hailnin, L. (2010). Identifying drivers of purchase intention for private label brands. Preliminary evidence from Greek consumers. Procedia-Social and Behavioral Sciences, 175: 522-528
. Keller, K.L. (2021). Building Customer- based brand equity: a blueprint for creating strong brands. Marketing management. 10(1): 15-19
. Kim, W.G. (2023). Multidimensional customer-based brand equity and its consequences in midpriced hotels. Journal of Hospitality & Tourism Research, 32(22): 235-254
. Kimpakorn, N., Tocquer, G. (2010). Service brand equity and employee brand commitment. Journal of Services Marketing, 24(5): 378-388
. Kotler, P., Keller, K.L., Bliemel, F. (2000). Marketing-management: Strategien für wertschaffendes Handeln. Pearson Studium
. Lee, J.H., Kim, H.D., Ko, Y.J., Sagas, M. (2023). The influence of service quality on satisfaction and intention: A gender segmentation strategy. Sport Management Review, 14(1): 54-63
. Lindsey, B. (2022). Customer Value, Satisfaction, Loyalty, and Switching Costs: An Illustration from a Business-to-Business Service Context, Journal of the Academy of Marketing Science, 32(3): 293-311
. Low, G.S., Fullerton, R.A. (2022). Brands, brand management, and the brand manager system: A critical-historical evaluation. Journal of marketing research, 173-190
. Malonis, J.A. (2020). Encyclopedia of Business: I-Z. Gale Group
. Marchant, F., Rozi, O. (2019). The effect of brand extensions on product brand image. Journal of Product & Brand Management, 19(3): 170-180
. McDonald, M.A. (2020). APOS: A constructivist theory of learning in undergraduate mathematics education research. In The teaching and learning of mathematics at university level (pp. 275-282). Springer, Dordrecht McDonald, M.H. (2020). Corporate marketing and service brands-Moving beyond the fast-moving consumer goods model. European Journal of Marketing, 35(3/4): 335-352
. Merchant, A., Rose, G.M. (2023). Effects of advertising-evoked vicarious nostalgia on brand heritage. Journal of Business Research, 66(12): 2619-2625
. Miller, L.I., Mor, E. (2019). The influence of brand equity on consumer responses. Journal of consumer marketing, 30(1): 62-74
. Müller, K.R. (2018). Nonlinear component analysis as a kernel eigenvalue problem. Neural computation, 10(5): 1299-1319
. Rubio, A. (2022). Germanene: a novel two-dimensional germanium allotrope akin to graphene and silicene. New Journal of Physics, 16(9): 095002
. Sakrin, J., Mohd Suki, N. (2022). Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image. International Journal of Retail & Distribution Management, 43(3): 276-29
2. Seo, E.J., Park, J.W. (2022). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66: 36-41
. Stephan, S., Ronald, H. (2020). The effects of brand experiences, trust and satisfaction on building brand loyalty; empirical research on global brands. Procedia-Social and Behavioral Sciences, 24: 1288-1301
. Stewart, S. (2010). Monoclonal nicotine-specific antibodies reduce nicotine distribution to brain in rats: dose-and affinity-response relationships. Drug metabolism and disposition, 33(7): 1056-1061
. Tien, C.L., Beck, M.S., Chang, H.H. (2023). The Political Economy model: 2016 US election forecasts. PS: Political Science & Politics, 49(4): 661-663
. Trattner, C., Kappe, F. (2019). Social Stream Marketing on Facebook: A Case Study, International Journal of Social and Humanistic Computing (IJSHC)
. Vargo, S.L., Lusch, R.F. (2020). The four service marketing myths: remnants of a goods-based, manufacturing model. Journal of service research, 6(4): 324-335
. Woerndl, M. (2020). Internet-induced marketing techniques: Critical factors in viral marketing campaigns
Wood, A.M. (2020). Gratitude and well-being: A review and theoretical integration. Clinical psychology review, 30(7): 890-905
. Yoo, S., Donthu, B.N., Lee, S. (2020). An examination of selected marketing mix element and brand equity. Journal of Academy of Marketing of Marketing Science, 28(2): 195-211
. Zeithaml, C., Bitner, K. (2023). Can service quality predict customer satisfaction and behavioral intentions in the sport tourism industry? An application of the SERVQUAL model in an outdoors setting. Journal of Sport & Tourism, 10(2): 101-111
.