Impact of Social Networks on Brand Value Based on Customer Behavior Using Structural Equations

Impact of Social Networks on Brand Value Based on Customer Behavior Using Structural Equations

Reyhane Radpour (Department of Computer Engineering and Information Technology, Islamic Azad University, Safashahr Branch, Safashahr, Iran) and Ali Reza Honarvar (Department of Computer Engineering and Information Technology, Islamic Azad University, Safashahr Branch, Safashahr, Iran)
DOI: 10.4018/IJCRMM.2018070104

Abstract

One of the most influential services provided on the internet is an online social networking site. With increasing competition in global and regional markets, having a brand is not a choice, but an inevitable necessity that in the case of negligence, there could be a reduction in the product market. The present article examines the impact of social network marketing on the creation of customer-specific brand value. In this article, 384 people were selected randomly. Data was collected using a social networking and brand equity questionnaire. After collecting the data, a structural equation model of research hypotheses was used, specifically LISREL and SPSS software for data analysis. Findings of the analysis indicate that all aspects of social network marketing are effective in creating a brand-specific brand value for the customer.
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1. Introduction

The Internet and in particular the communications environment, a vast network of uncertain infinites, has created a new ecosystem for marketing research and business today, and has become the main highway in today's business world. Social networks are tools that companies can use to strengthen and complete marketing techniques and processes, and can even replace traditional and old practices and practices (Vera & Trujillo, 2017). These networks have created a smart environment with a vast array of connectivity and incredible capacity for inclusive participation. Social networking platforms have emerged today as dominant communication channels in which consumers and consumers connect, brand, and share information, and share information about them. These networks are extremely easy to use and can be used anywhere and at any time. Therefore, marketing researchers have focused their strategies on increasing social networking users (Mohan, Bijua, & Sequera, 2016)

The purpose of this study is to fill the gap of previous research in particular:

  • 1.

    Review the relative importance of virtual network marketing components in creating brand equity.

  • 2.

    Rotation of brand equity components

The statistical population of this study consists of users of Channel Telegram and Page Instagram with the number of members over 1,000. The number of people in the community is unlimited. The pages targeted in this study are based on the introduction and marketing of Samsung mobile phones. Two detailed social network marketing questionnaires (Godey, Manthiou, Pedezoli, & Rokka, 2016) and a brand equity questionnaire (Acker, 1984) have been used to gather accurate data and data.

This study shows to marketers and sales managers that the importance of which social networking components is more important to brand equity, as well as the ranking of brand equity components that can play an important role in sales and marketing management.

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