Creating Brand Equity by Evaluating Social Media Marketing Strategies (Case Study: Borujerd Textile Brand)
Subject Areas : marketing
Fariba Rahmati
1
,
Peiman Valipour
2
1 - Textile and Apparel Engineering Department, Qaemshahr Branch, Islamic Azad University, Qaemshahr , iran
2 - Textile and Apparel Engineering Department, Qaemshahr Branch, Islamic Azad University
Keywords: Borujerd textile company, social network marketing, brand equity, brand commitment,
Abstract :
One of the important factors for strengthening and creating brand equity are marketing strategies. Social network marketing has been described as an inherent ability to predict changes in customer demands. The clothing industry also has many advantages, such as; very high added value; high employment; The low cost of creating employment and high foreign exchange are among the industries that can help the sustainable and dynamic development of the country's economy by strengthening its position by creating brand equity and using new marketing methods and gaining a competitive advantage. The purpose of this research is to investigate the effect of social media marketing strategies on the creation of brand equity of Borujerd Textile Company. This research in terms of method; A description of the type of correlation and in terms of purpose; It is considered practical. The statistical population of this research includes all customers of Borujerd Textile Company. 150 people were selected from among the customers of Borujerd textile company, Sari branch, by simple random sampling method. In order to collect data, a standard questionnaire of 23 questions of Brand Aker (1990) was used, and the reliability of this questionnaire was confirmed using Cronbach's alpha coefficient, 0.916. SPSS v.22 and Smart PLS 4 software were used for descriptive and inferential analysis of the collected data. The overall results of the research showed that social media marketing strategies have a significant positive effect on brand awareness, brand associations, brand loyalty and perceived quality, and are effective in creating brand equity.
