The impact of social media marketing on customer participation in value creation in the Shoe and Leather Industry (case study: Novin charm Company)

Subject Areas : Development Management

sirous keshavarz ¹ (Department of Management, Faculty of Economics and Management, Shiraz Branch, Islamic Azad University, Shiraz, Iran )
mousa rahimi ² ( Department of Management, Faculty of Economics and Management, Shiraz Branch, Islamic Azad University, Shiraz, Iran)
Fatemeh Amjadi ³ (Department of Management, Faculty of Economics and Management, Shiraz Branch, Islamic Azad University, Shiraz, Iran )

Received: 2023-08-18 Accepted : 2023-08-28 Published : 2023-10-02

Keywords: social media marketing, customer involvement, value creation, Novin charm.,

Abstract :

today's competitive business world, various industries and organizations use various customer relationship management strategies to improve their relationship with customers. But today, the traditional methods of communicating with customers are not the answer to managing this relationship between customers and organizations. This research has investigated the impact of social media marketing on customer participation in creating value in the Shoe and Leather Industry. The current research is descriptive-survey. The statistical population of this research includes customers of Novin charm Company's Instagram page, whose number is unlimited, and according to Morgan's table, the sample size was determined to be 384 people. The data collection tool included standard questionnaires, and the collected data were tested and analyzed by structural equation method and PLS3 software. The results showed that social media marketing has a significant effect on customer engagement with the brand; Customer participation had a significant impact on value creation; The impact of social media marketing on value creation was positive and significant; And finally, the mediating role of customer-brand engagement in the relationship between social media marketing and value creation was significant.

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