Abdollah rouzfarakh; Hossein Mansouri; mortaza mohammadi; meysam sadaghi
Abstract
This paper investigates the impact of social media marketing elements on consumer–brand engagement, brand Awareness & brand image. 320 consumers of sports brands' social media pages were studied. The following survey was done with descriptive correlation method. Questionnaire measurement tool ...
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This paper investigates the impact of social media marketing elements on consumer–brand engagement, brand Awareness & brand image. 320 consumers of sports brands' social media pages were studied. The following survey was done with descriptive correlation method. Questionnaire measurement tool Cheung et.al (2019), Islam (2016) & Langaro et.al (2016).used partial least squares structural equation modelling (PLS–SEM) to test the links between social media marketing elements, consumer–brand engagement, brand Awareness & brand image. Structural equation modeling were used to analyze data. Structural equation model analysis showed that The Customisation, interaction, electronic word of mouth & trendiness are the key Trendiness, elements directly influencing consumer brand engagement, then strengthening brand awareness & brand Awareness. This contrasts with the non-significant results found for the influence of entertainment & customisation on consumer–brand engagement. This study contributes to the branding literature by providing an understanding of the role of social media marketing elements in the brand-building process. Social media is a marketing channel recognised by its effectiveness in communicating brand-related information & its role as a means to stimulate consumers’ brand engagement brand, Awareness & brand image. By empirically testing a theoretical model, this study confirms that specific social media marketing elements, namely Customisation, interaction, EWOM & trendiness, are critical drivers in the brandbuilding process
Seyed Mohammadbagher Jafari; karim Golmohammadi; Fatemeh Javidi; Mohammad Samie
Abstract
Today, the importance of using social media and marketing has grown more widely in organizations; as such, organizations that manufacture sports products are no exception. However, the role of brand equity in sports marketing through social media has received less attention. also the necessity of research ...
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Today, the importance of using social media and marketing has grown more widely in organizations; as such, organizations that manufacture sports products are no exception. However, the role of brand equity in sports marketing through social media has received less attention. also the necessity of research in this field. The purpose of this study was to investigate the effect of social media marketing efforts on the sport products consumer response by moderating brand equity. The statistical population of this research is Kharazmi University students who use the telegram. Given that the statistical population was estimated to be 400 people, the Krejcie and Morgan table were used to obtain the sample size, which is based on the sample of 195 individuals. Structural Equation Modeling (SEM) and Smart PLS software were used to analyze the data and the effect of variables was investigated. The findings showed that social media marketing efforts affect brand equity and consumer responses, as well as brand equity has affected consumer responses, and brand equity is also moderating the effect of social media marketing efforts on consumer responses.
Fariborz Rahimnia; Farshad Ghaderi; Ghasem Eslami
Abstract
The purpose of this reserch is to Investigate the relationship between social media marketing and electronic word of mouth with the mediator role of brand awareness and brand image in sportswear Customers. The statistical society of this research is sportswear customers. In order to collect data, 500 ...
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The purpose of this reserch is to Investigate the relationship between social media marketing and electronic word of mouth with the mediator role of brand awareness and brand image in sportswear Customers. The statistical society of this research is sportswear customers. In order to collect data, 500 spreadsheets were distributed randomly among the sportwear customers and 455 questionnaires were analyzed. The relationship between variables was investigated through structural equation modeling with AMOS software. The results indicated that the social media marketing has a positive impact on brand awareness and image; the positive impact of social media marketing has also been confirmed on electronic word of mouth. Moreover brand awareness has positive relationship with brand image. brand image has positive mediating role in the relationship between social marketing and electronic word of mouth.