The Effect of Advertising, Promotion and Interactive Marketing on Social Networks on Customer Response Through Brand Equity in Kanoon Farhangi Amoozesh

Subject Areas : Education Management

elaheh mohamadi ^{1 *} , mahid moradi ²

1 - Faculty of Literature and Humanities, Imam Reza University
2 - Management Department, President of Bojnourd Azad University

Received: 2023-04-13 Accepted : 2023-06-24 Published : 2023-05-22

Keywords: brand equity, Customer Response, : Social Network Advertising, Social Network Promotions, Interactive Marketing Social Networks,

Abstract :

Utilizing the capacities of cyberspace and social networks is one of the topics that has taken a special place in marketing in recent years. The current study aims to investigate the impact of some marketing mixes on social media. This research is applied in terms of purpose and descriptive-correlation in terms of type and method. In terms of data collection, it was a survey and the data collection tool was a native standard questionnaire. The reliability of the questionnaire was calculated by Cronbach's alpha method and the composite reliability coefficient. Content validity with the help of professors and structural validity of the method of confirmatory factor loading with the help of the community are the target of the research of the users of the services of the Cultural Center of Education and Morgan table was used to determine the sample size. Finally, 405 completed questionnaires were analyzed. In this study, structural equation modeling and Smart PLS 3 software were used to test the hypotheses, reliability and validity of the questionnaire. The research findings show that advertising, promotions and interactive marketing of social networks have a positive effect on brand equity and customer response. Brand equity also affects customer response. The research findings confirm the mediating effect of brand equity.