Investigate the Antecedents and Consequences of Brand Love with the Approach of Contrasting Social Media Marketing Activities and Customers’ Lived Experience (Study case: Alifard Company, Sanich Industrial Group)
Subject Areas : Effective communication with the target groupfarinoosh lazar 1 , Reza Kiani 2
1 - Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
Keywords: Brand, Love, Social Media, Marketing, Customers’ Lived Experience,
Abstract :
Today, it is no secret that satisfaction with another brand could not comprehensively create a competitive advantage for an organization. In fact, in the present age, gaining a competitive advantage and the success of a brand in general is linked to a phenomenon called “brand love”. Thus, investigating the antecedents and consequences of brand love is the most important topic in marketing science and among researchers. On the other hand, regarding the increasing influence and spread of social media in businesses, the main purpose of the present research is to investigate the antecedents and consequences of brand love with the approach of contrasting social media marketing activities and customers’ lived experience. The statistical population of the study included all the Sunich brand customers in social networks who were selected through convenience sampling. In line with the purpose of the research, the descriptive-survey research method was used in the study. In this research, library and field research methods were used in order to collect the necessary information and a questionnaire was used as a research instrument. The collected data from the statistical sample were analyzed by SPSS software and Smart-PLS software. The research results indicate that all seven research hypotheses are confirmed. This means that social media marketing activities have a positive impact on self-expressive brand. Also, social media marketing activities, self-expressive brand and brand experience have a positive impact on brand love; and finally, brand love has a positive impact on purchase intention, loyalty intention and the participation intention.
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