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The impact of social media marketing on customer-based brand equity: The mediating role of brand experience and customer brand engagement
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Mohammad Reza Karimi Alavijeh *1   , Zohre Kazemi2 , Mina Khoshroo3 |
1- Department of Business Management, Allameh Tabataba’i University, Tehran, Iran
2- Ph.D. Candidate in Business Management, Faculty of Management, al-Zahra University, Tehran, Iran
3- Ph.D. Candidate in Business Management, Faculty of Management and Accounting, University of Tehran, Iran |
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Abstract: (395 Views) |
The increasing use of social media has changed the way companies interact with consumers. This change has led marketers to interact more with customers to create a positive experience and customer-based brand equity for themselves. Therefore, the purpose of this study is to investigate the impact of social media marketing on customer-based brand equity through the mediating role of brand experience and customer brand engagement. The present study is applied and is descriptive in terms of correlation. The statistical population of the study consists of customers of the fashion brands Dersa, Mashhad, Navin Leather, Candro, and Maral in Tehran. Questionnaire data were distributed and collected among 386 customers of the aforementioned brands. Structural equation modeling and Smart PLS software were used to analyze the data. The findings showed that social media marketing has a positive and significant effect on brand experience and customer brand engagement, and these two also have a positive and significant effect on customer-based brand equity. Finally, social media marketing does not have a significant direct effect on customer-based brand equity; rather, its positive and significant effect is through the mediating variable of brand experience and customer brand engagement. The overall result shows that in the luxury leather brands mentioned, the impact of social media marketing on customer-based brand equity through customer experience and brand engagement increases their popularity and further leads to a lot of fame and reputation.
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| Keywords: Social media marketing, customer-based brand equity, brand experience, customer brand engagement |
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Full-Text [PDF 896 kb]
(103 Downloads)
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Type of Study: Research |
Subject:
General
Received: 2023/06/14 | Accepted: 2023/08/1 | Published: 2023/10/22
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