Validation of the Pattern of Brand Marketing Efforts on Social Media with Customers in the Dermato-Cosmetic Industry

Subject Areas : Business Strategy

Yones Kafilaleh ¹ , Hossein Bodaghi Khajeh Noubar ² , Alireza Motemani ³ , Aliakbar Peyvasteh ⁴

1 - Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
2 - Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
3 - Department of Industrial Management, Faculty of Management and Accounting, Shahid Beheshti University, G.C, Tehran, Iran
4 - Department of Management, Osveh Institute of Higher Education, Tabriz, Iran

Received: 2021-09-04 Accepted : 2021-11-22 Published : 2021-11-22

Keywords: Brand Marketing Effort Pattern in Social Media, Dermato-cosmetics Industry, partial least squares,

Abstract :

The purpose of the current study is to validate the pattern of brand marketing efforts on social media with customers in the dermo-cosmetic industry.In terms of method and time frame of data collection this study is considered cross-sectional research. The statistical population involved the dermoc-osmetics industry clients of Serita brand. The sample size was 384 people and the employed sampling method was simple randomization method. To validate the pattern of brand marketing efforts on social media, the researcher made use of the partial least squares method alongside with Smart PLS software. The data collection tool was a questionnaire that was validated by structural validity, convergent validity and divergent validity. The reliability of the questionnaire was judged by employing Cronbach's alpha and combined reliability. The outcome indicated that the creating informative content and social content are considered to be the fundamental factors of the model that affects client trust. Client confidence brings about. Client engagement and encourages attractive page design. Accordingly, interacting with clients and designing attractive pages touches word-of-mouth advertising and eventually leads to the efficacy of social marketing efforts.

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