Impact of marketing mix and marketing efforts of social media on consumer response according to the mediating role of brand equity
Subject Areas : Jounal of Marketing Managementeffat haji hoseini 1 , abolfazl sohrabi 2
1 - Ph.D. in Business Administration, Qom, Islamic Azad University, Qom, Iran
2 - Assistant Professor, Department of Management, Qom Unit, Islamic Azad University, Qom, Iran
Keywords: social media marketing, Marketing Mix Efforts, Consumer Response, Brand Equity,
Abstract :
The aim of this study was to evaluate the impact of marketing mix and marketing efforts of social media on consumer response according to the mediating role of brand equity which done in the mobile industry in Yazd. The research method according to purpose was Practical, The method of data collection was Descriptive correlational, as well as the type of data was quantitative. The statistical population of this research was all mobile phone users in Yazd city. Due to their unlimited number, using cluster sampling method, according to Morgan table and Cochran formula, 384 people were selected as the sample size. To collect data, we use the social media marketing efforts questionnaire Kim and KO (2012), brand equity Kim and Hyun (2011), call consumer Tnmayr et al. (2011), Marketing Mix with Izadyar tabloid questionnaire (2011). After collecting the questionnaires, data describing was done through the mean, standard deviation, by Spss software and data Statistical Inference was carried out through structural equation modeling with the help of Lisrel software. Questionnaires Technical characteristics were assessed including reliability, validity, convergent and divergent validity. Path coefficient and significant coefficients were used to examine the hypotheses. The results showed that the degree of appropriateness of proposed model was appropriate with regard to components research. Also Social media marketing and marketing efforts influenced consumers' response with the mediating role of brand equity.
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