The role of social media marketing activities in the development of customer equity

Subject Areas : مدیریت

Mani Arman ¹ ( Assistant Professor, Department of Management ,Persian Gulf University, Bushehr, Iran. )
Mohabbat Javidfar ² ( M.Sc. Student, Department of Management ,Persian Gulf University, Bushehr, Iran )

Received: 2017-10-23 Accepted : 2017-10-23 Published : 2017-02-19

Keywords: Relationship equity, brand equity, Social media marketing, Value equity, Customers equity,

Abstract :

Today in competitive environment due customers equity and managing relationships with customer is special important for the growth and development of all businesses. In this regard The companies to attract customers in recent years have turned to social media. with the Virtual spaces and expansion of Internet users, many commentators marketing, virtual communities as an opportunity to Recognition products and services have been introduced. Since the Use of the Internet and the media is increasingly every day; In the present study the impact the impact of social media marketing activities on customers equity is examined. The research method is descriptive and data collection was questionnaire. Statistical population of this study included active Internet users on social sites and Statistical sample consists of 384 people also to analyze the data software was SPSS and Amos. the results show that social media marketing activities has a positive impact on customers equity and With these activities, companies can strengthen their relationship with customers.