The Impact of Social Media Marketing Efforts on Customer Value in Luxury Brands (Case study: luxury brands in the clothing market)
Subject Areas : Jounal of Marketing Management
Ebrahim ghaed
1
(
Ph.D. student of monetary economics - international, Ferdowsi University of Mashhad, Mashhad, Iran
)
Habib Shirafkan Lamso
2
(
PhD student of Islamic Economics, North Tehran Branch, Islamic Azad University, Tehran, Iran
)
Alireza Hadadian
3
(
Assistant Professor, Department of Business Administration, Ferdowsi University of Mashhad, Mashhad, Iran
)
Keywords: communication equity, social media marketing activity, Customer equity, Brand Equity, objective equity,
Abstract :
The aim of this study was to investigate the effect of marketing efforts on social media on customer equity through objective equity, communication equity and brand equity among customers of luxury brands in Mashhad clothing market. This research is applied in terms of purpose and descriptive-analytical in terms of nature and method. The statistical population is all customers of luxury brands of Mashhad clothing market equal to 530 people who were selected with Cochran's formula equal to 384 samples and by simple random sampling. The data collection tool was a questionnaire whose content validity was assessed using professors' opinions and its construct validity was assessed using confirmatory factor analysis. Cronbach's alpha coefficient greater than 70% for different constructs of the questionnaire confirmed its stability. Structural equation modeling and hierarchical regression were used to test the hypotheses. The results showed that social media marketing activities both directly and indirectly, i.e. through objective equity, communication equity and brand equity, affect customers' equity. Also, the effect of objective equity, communication equity and brand equity on customer equity was also confirmed.
سجادی جاغرق، س.ع.، قرائتی، ع. و حیدری، م. (1394). "نقش رسانه‌های اجتماعی در بازاریابی و تأثیر بر ساختار سازمانی"، مجله مطالعات رسانه‌ای، دوره 10، شماره 1، صص. 127-143.
دهقان، ن.، دهدشتی شاهرخ، ز. و نعمتی‌زاده، س. (1393). "ارائه مدلی برای ارزش ویژه مشتری: مورد مطالعه بانک کشاورزی"، فصلنامه پژوهش‌های مدیریت منابع انسانی، دوره 4، شماره 1، صص. 81-98.
دهدشتی شاهرخ، ز. و نائلی، م. (1399). "تأثیر تلاش‌های بازاریابی در رسانه‌های اجتماعی بر ارزش ویژه مشتری در برندهای لوکس (مورد مطالعه: برند درسا)"، فصلنامه علمی پژوهشی پژوهش‌های مدیریت در ایران، دوره 24، شماره 1، صص، 33-57.
راه‌چمنی، ا. و سلیمی، س. (1393). "بررسی تأثیر مدل ارزش ویژه مشتری در شکل‌گیری برند رستوران‌های زنجیره‌ای"، فصلنامه مدیریت توسعه و تحول، دوره 18، شماره 18، صص. 71-80.
عبدالمنافی، س. و خسرجی، ش. (1397). "تأثیر تلاش‌های بازاریابی رسانه‌های اجتماعی بر واکنش‌های مصرف‌کننده با نقش میانجی ارزش ویژه برند"، پنجمین کنفرانس ملی پژوهش‌های کاربردی در مدیریت و حسابداری، تهران.
غیرتمند، س. و عابدینی، ب. (1398). "تأثیر بازاریابی شبکه‌های اجتماعی بر ارزش ویژه برند مبتنی بر رفتار مشتری"، فصلنامه اختصاصی تبلیغات و بازاریابی، دوره 1، شماره 14، صص، 48-60.
فخاری، م.، شیدا، م. و همتی، م. (1393). "بررسی نقش فعالیت‌های بازاریابی مبتنی بر رسانه‌های اجتماعی بر تصمیم خرید از طریق ایجاد ارزش ویژه برند"، اولین کنفرانس ملی تحقیقات بازاریابی، تهران.
فرهنگی، ع.ا. و عابدینی، ر. (1394). "تأثیر عناصر آمیخته رسانه بر ارزش ویژه برند خدمات (مطالعه موردی: بانک سینا)"، مجله مدیریت بازاریابی، دوره 10، شماره 26، صص. 47-75.
فیروزیان، ف.، بحرالعلوم، ح. و دهقانپوری، ح. (1399). "تأثیر بازاریابی شبکه‌های اجتماعی بر ارزش ویژه و قصد خرید مجدد مشتریان فروشگاه‌های ورزشی"، فصلنامه مطالعات بازریابی ورزشی، دوره 1، شماره 2، صص. 149-174.
Athwal, N., Istanbulluoglu, D. & McCormack, S.E. (2019). “The allure of luxury brands’ social media activities: a uses and gratifications perspective”, Information Technology & People, Vol. 32(3), PP. 603-626.
Arrigo, E. (2018). “Social media marketing in luxury brands: A systematic literature review and implications for management research”, Management Research Review, Vol. 41(6), PP. 657-679.
Barker, M., Barker, D.I., Bormann, N.F. & Neher, K.E. (2012). “Social media marketing: A strategic approach”, Nelson Education.
Choshin, M. & Ghaffari, A. (2017). “An investigation of the impact of effective factors on the success of e-commerce in small-and medium-sized companies”, Computers in Human Behavior, Vol. 66, PP. 67-74.
Coelho, P.S., Rita, P. & Santos, Z.R. (2018). “On the relationship between consumer-brand identification, brand community, and brand loyalty”, Journal of Retailing and Consumer Services, Vol. 43, PP. 101-110.
Dewindaru, D., Syukri, A., Maryono, R.A. & Yunus, U. (2022). “Millennial customer response on social-media marketing effort, brand image, and brand awareness of a conventional bank in Indonesia”, Linguistics and Culture Review, Vol. 6, PP. 397-412.
Dehghanpouri, H., Soltani, Z. & Rostamzadeh, R. (2020). “The impact of trust, privacy and quality of service on the success of E-CRM: the mediating role of customer satisfaction”, Journal of business & industrial marketing, Vol. 35(1), PP. 1831-1847.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. & Singh, R. (2016). “Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior”, Journal of business research, Vol. 69(12), PP. 5833-5841.
Hyun, S.S. (2009). “Managing Long-Term Customer Value in the Theme Park Industry: A Customer Equity-Based Approach”, Journal of Travel & Tourism Research, Vol. 9(1), PP. 28-54.
Kwilinski, A., Dalevska, N., Kravchenko, S., Hroznyi, I. & Kovalenko, O. (2019). “Formation of the entrepreneurship model of e-business in the context of the introduction of information and communication technologies”, Journal of Entrepreneurship Education, Vol. 22, PP. 1-7.
Kaplan, A.M. & Haenlein, M. (2010). “Users of the world, unite! The challenges and opportunities of social media”, Business horizons, Vol. 53(1), PP. 59-68.
Kim, A.J. & Ko, E. (2012). “Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand”, Journal of Business research, Vol. 65(10), PP. 1480-1486.
Kim, W., Kim, H. & Hwang, J. (2020). “Sustainable growth for the self-employed in the retail industry based on customer equity, customer satisfaction, and loyalty”, Journal of Retailing and Consumer Services, Vol. 53, 101963.
Lemon, K.N., Rust, R.T. & Zeithaml, V.A. (2001). “What drives customer equity?”, Marketing Management, Vol. 10(1), PP. 20-25.
Liu, X., Shin, H. & Burns, A.C. (2021). “Examining the impact of luxury brand's social media marketing on customer engagement: Using big data analytics and natural language processing”, Journal of Business Research, Vol. 125, PP. 815-826.
Rust, R.T., Lemon, K.N. & Zeithaml, V.A. (2001). “Driving customer equity: Linking customer lifetime value to strategic marketing decisions”, (Vol. 108). Cambridge, MA: Marketing Science Institute, Vol. 30(6), PP. 1-57.
Rust, R.T., Lemon, K.N. & Zeithaml, V.A. (2004). “Return on marketing: Using customer equity to focus marketing strategy”, Journal of marketing, Vol. 68(1), PP. 109-127.
Saili, T., Mingli, Z. & Zhichao, C. (2012). “The effects of loyalty programs on customer loyalty: The mediating role of customer value and the moderating role of relationship benefits”, African Journal of Business Management, Vol. 6(11), PP. 4295-4309.
Sánchez-Fernández, R., Iniesta-Bonillo, M.Á. & Holbrook, M.B. (2009). “The conceptualisation and measurement of consumer value in services”, International Journal of Market Research, Vol. 51(1), PP. 1-17.
Severt, K.S. & Palakurthi, R. (2008). “Applying customer equity to the convention industry”, International Journal of Contemporary Hospitality Management, Vol. 20(6), PP. 631-646.
Shi, Z., Rui, H. & Whinston, A.B. (2014). “Content sharing in a social broadcasting environment: evidence from twitter”, MIS quarterly, Vol. 38(1), PP. 123-142.
Sirmon, D.G., Hitt, M.A. & Ireland, R.D. (2007). “Managing firm resources in dynamic environments to create value: Looking inside the black box”, Academy of management review, Vol. 32(1), PP. 273-292.
Vinerean, S., Cetina, I., Dumitrescu, L. & Tichindelean, M. (2013). “The effects of social media marketing on online consumer behavior”, International Journal of Business and Management, Vol. 8(14), P. 66.
Wang, Y., Chowdhury Ahmed, S., Deng, S. & Wang, H. (2019). “Success of social media marketing efforts in retaining sustainable online consumers: An empirical analysis on the online fashion retail market”, Sustainability, Vol. 11(13), 3596.
Wang, Y., Lo, H.P., Chi, R. & Yang, Y. (2004). “An integrated framework for customer value and customer‐relationship‐management performance: A customer‐based perspective from China”, Managing Service Quality: An International Journal, Vol. 14(3), PP. 169-182.
Wiesel, T. & Skiera, B. (2005). “Linking customer metrics to shareholder value for firms with contractual relationships”, ISBM Report, 16-2005.
Woodruff, R.B. (1997). “Customer value: the next source for competitive advantage”, Journal of the academy of marketing science, Vol. 25(2), PP. 139-153.
Yang, Z. & Peterson, R.T. (2004). “Customer perceived value, satisfaction, and loyalty the role of switching costs”, Psychology & marketing, Vol. 21(10), PP. 799-822.
Zeithaml, V.A. (1988). “Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence”, Journal of marketing, Vol. 52(3), PP. 2-22
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سجادی جاغرق، س.ع.، قرائتی، ع. و حیدری، م. (1394). "نقش رسانه‌های اجتماعی در بازاریابی و تأثیر بر ساختار سازمانی"، مجله مطالعات رسانه‌ای، دوره 10، شماره 1، صص. 127-143.
دهقان، ن.، دهدشتی شاهرخ، ز. و نعمتی‌زاده، س. (1393). "ارائه مدلی برای ارزش ویژه مشتری: مورد مطالعه بانک کشاورزی"، فصلنامه پژوهش‌های مدیریت منابع انسانی، دوره 4، شماره 1، صص. 81-98.
دهدشتی شاهرخ، ز. و نائلی، م. (1399). "تأثیر تلاش‌های بازاریابی در رسانه‌های اجتماعی بر ارزش ویژه مشتری در برندهای لوکس (مورد مطالعه: برند درسا)"، فصلنامه علمی پژوهشی پژوهش‌های مدیریت در ایران، دوره 24، شماره 1، صص، 33-57.
راه‌چمنی، ا. و سلیمی، س. (1393). "بررسی تأثیر مدل ارزش ویژه مشتری در شکل‌گیری برند رستوران‌های زنجیره‌ای"، فصلنامه مدیریت توسعه و تحول، دوره 18، شماره 18، صص. 71-80.
عبدالمنافی، س. و خسرجی، ش. (1397). "تأثیر تلاش‌های بازاریابی رسانه‌های اجتماعی بر واکنش‌های مصرف‌کننده با نقش میانجی ارزش ویژه برند"، پنجمین کنفرانس ملی پژوهش‌های کاربردی در مدیریت و حسابداری، تهران.
غیرتمند، س. و عابدینی، ب. (1398). "تأثیر بازاریابی شبکه‌های اجتماعی بر ارزش ویژه برند مبتنی بر رفتار مشتری"، فصلنامه اختصاصی تبلیغات و بازاریابی، دوره 1، شماره 14، صص، 48-60.
فخاری، م.، شیدا، م. و همتی، م. (1393). "بررسی نقش فعالیت‌های بازاریابی مبتنی بر رسانه‌های اجتماعی بر تصمیم خرید از طریق ایجاد ارزش ویژه برند"، اولین کنفرانس ملی تحقیقات بازاریابی، تهران.
فرهنگی، ع.ا. و عابدینی، ر. (1394). "تأثیر عناصر آمیخته رسانه بر ارزش ویژه برند خدمات (مطالعه موردی: بانک سینا)"، مجله مدیریت بازاریابی، دوره 10، شماره 26، صص. 47-75.
فیروزیان، ف.، بحرالعلوم، ح. و دهقانپوری، ح. (1399). "تأثیر بازاریابی شبکه‌های اجتماعی بر ارزش ویژه و قصد خرید مجدد مشتریان فروشگاه‌های ورزشی"، فصلنامه مطالعات بازریابی ورزشی، دوره 1، شماره 2، صص. 149-174.
Athwal, N., Istanbulluoglu, D. & McCormack, S.E. (2019). “The allure of luxury brands’ social media activities: a uses and gratifications perspective”, Information Technology & People, Vol. 32(3), PP. 603-626.
Arrigo, E. (2018). “Social media marketing in luxury brands: A systematic literature review and implications for management research”, Management Research Review, Vol. 41(6), PP. 657-679.
Barker, M., Barker, D.I., Bormann, N.F. & Neher, K.E. (2012). “Social media marketing: A strategic approach”, Nelson Education.
Choshin, M. & Ghaffari, A. (2017). “An investigation of the impact of effective factors on the success of e-commerce in small-and medium-sized companies”, Computers in Human Behavior, Vol. 66, PP. 67-74.
Coelho, P.S., Rita, P. & Santos, Z.R. (2018). “On the relationship between consumer-brand identification, brand community, and brand loyalty”, Journal of Retailing and Consumer Services, Vol. 43, PP. 101-110.
Dewindaru, D., Syukri, A., Maryono, R.A. & Yunus, U. (2022). “Millennial customer response on social-media marketing effort, brand image, and brand awareness of a conventional bank in Indonesia”, Linguistics and Culture Review, Vol. 6, PP. 397-412.
Dehghanpouri, H., Soltani, Z. & Rostamzadeh, R. (2020). “The impact of trust, privacy and quality of service on the success of E-CRM: the mediating role of customer satisfaction”, Journal of business & industrial marketing, Vol. 35(1), PP. 1831-1847.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. & Singh, R. (2016). “Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior”, Journal of business research, Vol. 69(12), PP. 5833-5841.
Hyun, S.S. (2009). “Managing Long-Term Customer Value in the Theme Park Industry: A Customer Equity-Based Approach”, Journal of Travel & Tourism Research, Vol. 9(1), PP. 28-54.
Kwilinski, A., Dalevska, N., Kravchenko, S., Hroznyi, I. & Kovalenko, O. (2019). “Formation of the entrepreneurship model of e-business in the context of the introduction of information and communication technologies”, Journal of Entrepreneurship Education, Vol. 22, PP. 1-7.
Kaplan, A.M. & Haenlein, M. (2010). “Users of the world, unite! The challenges and opportunities of social media”, Business horizons, Vol. 53(1), PP. 59-68.
Kim, A.J. & Ko, E. (2012). “Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand”, Journal of Business research, Vol. 65(10), PP. 1480-1486.
Kim, W., Kim, H. & Hwang, J. (2020). “Sustainable growth for the self-employed in the retail industry based on customer equity, customer satisfaction, and loyalty”, Journal of Retailing and Consumer Services, Vol. 53, 101963.
Lemon, K.N., Rust, R.T. & Zeithaml, V.A. (2001). “What drives customer equity?”, Marketing Management, Vol. 10(1), PP. 20-25.
Liu, X., Shin, H. & Burns, A.C. (2021). “Examining the impact of luxury brand's social media marketing on customer engagement: Using big data analytics and natural language processing”, Journal of Business Research, Vol. 125, PP. 815-826.
Rust, R.T., Lemon, K.N. & Zeithaml, V.A. (2001). “Driving customer equity: Linking customer lifetime value to strategic marketing decisions”, (Vol. 108). Cambridge, MA: Marketing Science Institute, Vol. 30(6), PP. 1-57.
Rust, R.T., Lemon, K.N. & Zeithaml, V.A. (2004). “Return on marketing: Using customer equity to focus marketing strategy”, Journal of marketing, Vol. 68(1), PP. 109-127.
Saili, T., Mingli, Z. & Zhichao, C. (2012). “The effects of loyalty programs on customer loyalty: The mediating role of customer value and the moderating role of relationship benefits”, African Journal of Business Management, Vol. 6(11), PP. 4295-4309.
Sánchez-Fernández, R., Iniesta-Bonillo, M.Á. & Holbrook, M.B. (2009). “The conceptualisation and measurement of consumer value in services”, International Journal of Market Research, Vol. 51(1), PP. 1-17.
Severt, K.S. & Palakurthi, R. (2008). “Applying customer equity to the convention industry”, International Journal of Contemporary Hospitality Management, Vol. 20(6), PP. 631-646.
Shi, Z., Rui, H. & Whinston, A.B. (2014). “Content sharing in a social broadcasting environment: evidence from twitter”, MIS quarterly, Vol. 38(1), PP. 123-142.
Sirmon, D.G., Hitt, M.A. & Ireland, R.D. (2007). “Managing firm resources in dynamic environments to create value: Looking inside the black box”, Academy of management review, Vol. 32(1), PP. 273-292.
Vinerean, S., Cetina, I., Dumitrescu, L. & Tichindelean, M. (2013). “The effects of social media marketing on online consumer behavior”, International Journal of Business and Management, Vol. 8(14), P. 66.
Wang, Y., Chowdhury Ahmed, S., Deng, S. & Wang, H. (2019). “Success of social media marketing efforts in retaining sustainable online consumers: An empirical analysis on the online fashion retail market”, Sustainability, Vol. 11(13), 3596.
Wang, Y., Lo, H.P., Chi, R. & Yang, Y. (2004). “An integrated framework for customer value and customer‐relationship‐management performance: A customer‐based perspective from China”, Managing Service Quality: An International Journal, Vol. 14(3), PP. 169-182.
Wiesel, T. & Skiera, B. (2005). “Linking customer metrics to shareholder value for firms with contractual relationships”, ISBM Report, 16-2005.
Woodruff, R.B. (1997). “Customer value: the next source for competitive advantage”, Journal of the academy of marketing science, Vol. 25(2), PP. 139-153.
Yang, Z. & Peterson, R.T. (2004). “Customer perceived value, satisfaction, and loyalty the role of switching costs”, Psychology & marketing, Vol. 21(10), PP. 799-822.
Zeithaml, V.A. (1988). “Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence”, Journal of marketing, Vol. 52(3), PP. 2-22
