The effect of social media activities on the brand equity of Borujerd textile sleep goods with a combined method

Subject Areas : marketing

Peiman Valipour ¹ (Departmnet of Textile and Clothing Engineering, QaemShahr Branch, Islamic Azad University, QaemShahr, Iran)
Parvin Rahmanpour ² (Departmnet of Textile and Clothing Engineering, QaemShahr Branch, Islamic Azad University, QaemShahr, Iran)

Received: 2022-11-18 Accepted : 2023-01-18 Published : 2023-02-20

Keywords: social media, brand equity, : social marketing, sleep Textiles, Borujerd textile,

Abstract :

The purpose of this research is the effect of social media activities on the brand value of Borujerd textile sleep goods with a combined method. The present study is of applied type. The research community in the current research is the customers of Borujerd textile sleep goods, numbering 384 person. Using Cochran's formula for an unlimited population, the sample size is considered to be 384 persons. The research tool in this research is a standard questionnaire. The standard questionnaire of social marketing questionnaire of Van Wu (2011) which has 6 object. Product quality questionnaire designed and validated by Coelho and Hensiller (2012). Akler's (1991) brand equity questionnaire consists of 8 questions. Calculations were done through SPSS and SMART PLS software. The results of the research indicate that social marketing has an 86% effect on the brand value of textile sleep goods. Social marketing has an 88% impact on the quality of textile sleep products. The special value of the brand also has a 77% effect on the consumer's attitude.