The Effect of Social Media Marketing on Consumer Behavior Regarding the Mediating Role of Brand Value
Subject Areas : General
Alireza Abrood
1
,
Ablolnaser Derakhshan
2
1 - Assistant Professor, Department of Management, Payam Noor University, Tehran, Iran
2 - Faculty member, Management Department, Iranshahr Provincial University, Sistan and Baluchistan, Iran
Keywords: Social Media Marketing - Brand Value - Consumer Behavior,
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