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)

lazar, farinoosh

doi:10.30495/jomm.2023.73064.2039

Manuscript ID : JOMM-2305-2039 (R1) Visit : 193 Page: 193 - 211

10.30495/jomm.2023.73064.2039

Article Type: Original Research

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

farinoosh lazar ¹

1 - Ph.D. student of Business Administration, North Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2023-05-04 Accepted : 2023-07-18 Published : 2023-05-22

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.

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