Investigating the impact of personalization of social media on brand loyalty and perceived quality with regard to consumer brand interaction and brand attachment (case study: customers of Samsung smartphones in Mashhad)
Subject Areas : Optimizing service delivery channelsMohammad Ghasemi 1 , Roya Eghbal 2 , Ehsan Mohammadi Bajgiran 3
1 - Assistant Professor of Business Administration, Department of Economics, Management and Accounting, Payam Noor University, Tehran, Iran
2 - Ph.D student in Business Management, Torbat Heydarieh Branch, Islamic Azad University, Torbat Heydarieh, Iran
3 - Department of Management, Faculty of Humanities, Torbat Heydarieh Branch, Islamic Azad University, Torbat Heydarieh, Iran
Keywords: : Advertising personalization, social media, concept of consumer brand interaction, brand attachment, perceived quality, brand image, brand trust,
Abstract :
In this research, the impact of personalization of social media on brand loyalty and perceived quality has been investigated with regard to consumer brand interaction and brand attachment (case study: customers of Samsung smartphones in Mashhad). The statistical population of this research is customers of Samsung smartphones in Mashhad. Considering that the number of customers of leather products in Mashhad is unlimited, so according to Cochran's formula, the number of samples is 384 people. In this research, available non-probability sampling method is used. The research method is applied research in terms of purpose and descriptive-survey in terms of nature. Shanahan et al.'s (2019) standard questionnaire was used to examine and test the effective variables in the research topic. The reliability coefficient of the questionnaires using the Cronbach's alpha method for all questionnaires is more than 0.7, which indicates adequate reliability, and the validity of the questionnaires has been confirmed by the construct validity method (confirmatory factor analysis). Data analysis was done using pls software. The research results showed that personalization of social media on interaction with consumer brand, personalization of social media on brand attachment, interaction with consumer brand on perceived quality, interaction with consumer brand on brand loyalty, brand attachment on Perceived quality, brand attachment on brand loyalty, perceived quality has a significant effect on brand loyalty.
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