Investigating the Consequences of Social Media Marketing Activities on Brand Equity Based on the Mediating Role of E-Brand Experience (Case Study: Denolix Academy of Dental Sciences)
Subject Areas : Jounal of Marketing Management
1 - Ph.D. student of Business Administration, North Tehran Branch, Islamic Azad University, Tehran, Iran
Keywords: E-Brand Experience, customer response, Brand Equity, Social media, Denolix,
Abstract :
Purpose: The main purpose of the present study is to investigate the impacts of social media marketing activities on Denolix brand equity through the mediation role of E-brand experience and the relationship between brand equity and customer brand responses. Methodology: The present research is applied in terms of purpose and it is descriptive-survey in terms of data collection. The statistical population in the present study included all the Denolix brand customers in the social network of Instagram and Telegram. In this study, the necessary information was collected through library research and field research methods with the help of a questionnaire from 431 people and it was analyzed through Smart PLS and SPSS software. Findings: The results demonstrated that social media marketing activities have a positive and significant impact on E-brand experience, brand awareness and brand image. Moreover, E-brand experience has a positive and significant impact on brand equity and brand equity has a positive and significant impact on customer response. Limitations: The existence of limitations in the generalizability of the results and methodology was one of the limitations of this research. Managerial Implications: Today, social media may play a positive role in the electronic brand experience, thus, they may strengthen the value of the brand equity; this process could also lead to customer responses such as: increasing commitment and promoting online word-of-mouth advertising. Originality/Valve: This research (as an empirical study) may provide valuable information for businesses which are active in social media, especially in the field of dentistry.
سیدین، ب.، رمضانی، م. و بوداقی خواجه‌نوبر، ح. (1398). "نقش واسطه‌ای ارزش ویژه برند در رابطه بین ارزش درک شده و ارزش عمری مشتری در صنعت بانک‌داری"، مجله مدیریت بازاریابی، 43، 31-47.
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هیر، ج.، هالت، ت.، رینگل، ک. و سارستد، م. "مدل‌سازی معادلات ساختاری کم‌ترین مربعات جزئی (PLS -SEM)"، ترجمه عادل آذر و رسول غلامزاده، انتشارات نگاه دانش، تهران، 1398، چاپ دوم.
Appiah, D., Ozuem, W., Howell, K.E. & Lancaster, G. (2019). “Brand switching and consumer identification with brands in the smartphones industry”, Journal of Consumer Behaviour, 18(6), 463-473.
Beig, F.A. & Khan, M.F. (2018). “Impact of social media marketing on brand experience: A study of select apparel brands on Facebook”, Vision, 22(3), 264-275.
Bıçakcıoglu, N., Ipek, I. & Bayraktaroglu, G. (2018). “Antecedents and outcomes of brand love: The mediating role of brand loyalty”, Journal of Marketing Communications, 24(8), 83-877.
Bilgin, Y. (2018). “The effect of social media marketing activities on brand awareness, brand image, and brand loyalty”, Business & Management Studies: An International Journal, 6(1), 128-148.
Chelsea, K. & Qastharin, A.R. (2021). “The Impact of Social Media Marketing on Instagram Towards Brand Equity of Fashion Micro, Small and Medium Enterprises: A Quantitative Study of Parira Clay”, International Journal of Business and Technology Management, 3(3), 102-115.
Chen, X. & Qasim, H. (2020). “Does E‐Brand experience matter in the consumer market? Explaining the impact of social media marketing activities on consumer‐based brand equity and love”, Journal of Consumer Behaviour, 20(5), 1065-1077.
Choedon, T. & Lee, Y.C. (2020). “The effect of social media marketing activities on purchase intention with brand equity and social brand engagement: Empirical evidence from Korean cosmetic firms”, Knowledge Management Research, 21(3), 141-160.
Dogra, J. & Kale, S.S. (2020). “Network Analysis of Destination Management Organization Smart Tourism Ecosystem (STE) for E-Branding and Marketing of Tourism Destinations”, In Handbook of Research on Social Media Applications for the Tourism and Hospitality Sector (pp. 1-16). IGI Global.
Ebrahim, R.S. (2019). “The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty”, Journal of Relationship Marketing, 19(4), 287-308.
George, E.T. & Eapen, R. (2020). “Indian Youth Perception on Social Media Being a Major Platform in Leading to Startup Success”, International Journal of Research and Analytical Reviews (IJRAR), 7(1), 770-773.
Iglesias, O., Markovic, S. & Rialp, J. (2019). “How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy”, Journal of Business Research, 96, 343-354.
Koay, K.Y., Ong, D.L.T., Khoo, K.L. & Yeoh, H.J. (2020). “Perceived social media marketing activities and consumer-based brand equity: Testing a moderated mediation model”, Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-07-2019-0453.
Lim, J.S., Pham, P. & Heinrichs, J.H. (2020). “Impact of social media activity outcomes on brand equity”, Journal of Product & Brand Management, DOI 10.1108/JPBM-03-2019-2298.
Mourad, M., Meshreki, H. & Sarofim, S. (2019). “Brand equity in higher education: comparative analysis”, Studies in Higher Education, DOI: 10.1080/03075079.2019.1582012.
Morgan-Thomas, A. & Veloutsou, C. (2013). “Beyond technology acceptance: Brand relationships and online brand experience”, Journal of Business Research, 66(1), 21-27.
Raji, R.A., Mohd Rashid, S., Mohd Ishak, S. & Mohamad, B. (2020). “Do firm-created contents on social media enhance brand equity and consumer response among consumers of automotive brands?”, Journal of Promotion Management, 26(1), 19-49.
Rusfian, E.Z. & Alessandro, J.D. (2021). “The influence of social media’s marketing activity on local brand equity and consumer response: using mix method approach”, Linguistics and Culture Review, 5(S1), 767-780.
Schivinski, B. & Dabrowski, D. (2015). “The impact of brand communication on brand equity through Facebook”, Journal of Research in Interactive Marketing.
Seo, E.J. & Park, J.W. (2018). “A study on the effects of social media marketing activities on brand equity and customer response in the airline industry”, Journal of Air Transport Management, 66, 36-41.
Seo, E.J., Park, J.W. & Choi, Y.J. (2020). “The effect of social media usage characteristics on e-WOM, trust, and brand equity: Focusing on users of airline social media”, Sustainability, 12(4), 1691.
Souiden, N., Chtourou, S. & Korai, B. (2017). “Consumer attitudes toward online advertising: The moderating role of personality”, Journal of Promotion Management, 23(2), 207-227.
Zollo, L., Filieri, R., Rialti, R. & Yoon, S. (2020). “Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience”, Journal of Business Research, 117, 256-267.
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سیدین، ب.، رمضانی، م. و بوداقی خواجه‌نوبر، ح. (1398). "نقش واسطه‌ای ارزش ویژه برند در رابطه بین ارزش درک شده و ارزش عمری مشتری در صنعت بانک‌داری"، مجله مدیریت بازاریابی، 43، 31-47.
قائد، ا.، شیرافکن لمسو، ح. و حدادیان، ع. (1401). "تأثیر تلاش‌های بازاریابی در رسانه‌های اجتماعی بر ارزش ویژه مشتری در برندهای لوکس (مورد مطالعه: برندهای لوکس بازار پوشاک)"، مجله مدیریت بازاریابی، 57، 83-100.
محسنین، ش. و اسفیدانی، م.ر. (1396)."معادلات ساختاری مبتنی بر رویکرد حداقل مربعات جزئی به کمک نرم‌افزار Smart-PLS (آموزشی و کاربردی)"، انتشارات مؤسسه کتاب مهربان نشر، تهران، چاپ دوم.
محسنی‌مهر، ک. و بوداقی خواجه‌نوبر، ح. (1402). "مدل‌سازی ارزش ویژه برند در بانک سپه (رویکردی نوین به تکنیک دلفی – فازی نوع 2 الکتره نوع سه و معادلات ساختاری)"، مجله مدیریت بازاریابی، 59، 87-113.
هیر، ج.، هالت، ت.، رینگل، ک. و سارستد، م. "مدل‌سازی معادلات ساختاری کم‌ترین مربعات جزئی (PLS -SEM)"، ترجمه عادل آذر و رسول غلامزاده، انتشارات نگاه دانش، تهران، 1398، چاپ دوم.
Appiah, D., Ozuem, W., Howell, K.E. & Lancaster, G. (2019). “Brand switching and consumer identification with brands in the smartphones industry”, Journal of Consumer Behaviour, 18(6), 463-473.
Beig, F.A. & Khan, M.F. (2018). “Impact of social media marketing on brand experience: A study of select apparel brands on Facebook”, Vision, 22(3), 264-275.
Bıçakcıoglu, N., Ipek, I. & Bayraktaroglu, G. (2018). “Antecedents and outcomes of brand love: The mediating role of brand loyalty”, Journal of Marketing Communications, 24(8), 83-877.
Bilgin, Y. (2018). “The effect of social media marketing activities on brand awareness, brand image, and brand loyalty”, Business & Management Studies: An International Journal, 6(1), 128-148.
Chelsea, K. & Qastharin, A.R. (2021). “The Impact of Social Media Marketing on Instagram Towards Brand Equity of Fashion Micro, Small and Medium Enterprises: A Quantitative Study of Parira Clay”, International Journal of Business and Technology Management, 3(3), 102-115.
Chen, X. & Qasim, H. (2020). “Does E‐Brand experience matter in the consumer market? Explaining the impact of social media marketing activities on consumer‐based brand equity and love”, Journal of Consumer Behaviour, 20(5), 1065-1077.
Choedon, T. & Lee, Y.C. (2020). “The effect of social media marketing activities on purchase intention with brand equity and social brand engagement: Empirical evidence from Korean cosmetic firms”, Knowledge Management Research, 21(3), 141-160.
Dogra, J. & Kale, S.S. (2020). “Network Analysis of Destination Management Organization Smart Tourism Ecosystem (STE) for E-Branding and Marketing of Tourism Destinations”, In Handbook of Research on Social Media Applications for the Tourism and Hospitality Sector (pp. 1-16). IGI Global.
Ebrahim, R.S. (2019). “The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty”, Journal of Relationship Marketing, 19(4), 287-308.
George, E.T. & Eapen, R. (2020). “Indian Youth Perception on Social Media Being a Major Platform in Leading to Startup Success”, International Journal of Research and Analytical Reviews (IJRAR), 7(1), 770-773.
Iglesias, O., Markovic, S. & Rialp, J. (2019). “How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy”, Journal of Business Research, 96, 343-354.
Koay, K.Y., Ong, D.L.T., Khoo, K.L. & Yeoh, H.J. (2020). “Perceived social media marketing activities and consumer-based brand equity: Testing a moderated mediation model”, Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-07-2019-0453.
Lim, J.S., Pham, P. & Heinrichs, J.H. (2020). “Impact of social media activity outcomes on brand equity”, Journal of Product & Brand Management, DOI 10.1108/JPBM-03-2019-2298.
Mourad, M., Meshreki, H. & Sarofim, S. (2019). “Brand equity in higher education: comparative analysis”, Studies in Higher Education, DOI: 10.1080/03075079.2019.1582012.
Morgan-Thomas, A. & Veloutsou, C. (2013). “Beyond technology acceptance: Brand relationships and online brand experience”, Journal of Business Research, 66(1), 21-27.
Raji, R.A., Mohd Rashid, S., Mohd Ishak, S. & Mohamad, B. (2020). “Do firm-created contents on social media enhance brand equity and consumer response among consumers of automotive brands?”, Journal of Promotion Management, 26(1), 19-49.
Rusfian, E.Z. & Alessandro, J.D. (2021). “The influence of social media’s marketing activity on local brand equity and consumer response: using mix method approach”, Linguistics and Culture Review, 5(S1), 767-780.
Schivinski, B. & Dabrowski, D. (2015). “The impact of brand communication on brand equity through Facebook”, Journal of Research in Interactive Marketing.
Seo, E.J. & Park, J.W. (2018). “A study on the effects of social media marketing activities on brand equity and customer response in the airline industry”, Journal of Air Transport Management, 66, 36-41.
Seo, E.J., Park, J.W. & Choi, Y.J. (2020). “The effect of social media usage characteristics on e-WOM, trust, and brand equity: Focusing on users of airline social media”, Sustainability, 12(4), 1691.
Souiden, N., Chtourou, S. & Korai, B. (2017). “Consumer attitudes toward online advertising: The moderating role of personality”, Journal of Promotion Management, 23(2), 207-227.
Zollo, L., Filieri, R., Rialti, R. & Yoon, S. (2020). “Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience”, Journal of Business Research, 117, 256-267.
