Strategic Review of virtual social media as a medium role in creating brand equity

Subject Areas : Strategic Management Researches

Babak  Farbodiam ¹ (دانشجوی دکتری مدیریت رسانه، دانشگاه آزاداسلامی، واحد علوم و تحقیقات تهران)
aliakbar  farhangi ² (استاد مدیریت رسانه، دانشگاه آزاد اسلامی ، واحد علوم و تحقیقات، تهران،ایران)
mohamad  soltanifar ³ (استاد مدیریت رسانه، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات تهران)

Received: 2016-10-27 Accepted : 2017-02-15 Published : 2017-02-19

Keywords: strategy, structural equation modeling, virtual social media, the Honeycomb model, Aker brand equity,

Abstract :

The purpose of this paper is to examine the strategic role of virtual social networks is on brand equity, to determine the “Honeycomb Model” raised by Smith. Which has seven components: identity, presence, sharing, standing, group, relationships and dialogue and to review brand equity model used Aker brand equity. This research led to a new structured model was based on the above theories that increased our understanding of the relationship between the use of social media and brand equity. Data were collected in three ways: structured interviews, direct observation of several social media and questionnaire. A combination of research methods (qualitative / quantitative) was selected to carry out the research. The population of this research are consumers of Nike brand in Tehran and Cluster sampling is available and with a few random selection of some delegates from total delegates of this brand and distribute a questionnaire with 33 questions was conducted among 384 of our customers. For data analysis and hypothesis testing research model, the SPSS, LISREL and PLS software were used by structural equation modeling (SEM) and Confirmatory Factor Analysis (CFA). The results show the influence of variables "identity", "share", "Fame", "relationships", "dialogue" and "Group" on brand equity. It should be noted that the variable "presence" had no significant effect on brand equity. Key words: virtual social media, the Honeycomb model, Aker brand equity, Facebook, structural equation modeling, Strategy.

References:

بطحایی، عطیه و درگی، پرویز (1385)، کسب و کار نام های تجاری (ترجمه) ، پدیدآورنده: جان میلر، دیوید میور، تهران: انتشارات رسا.

خاکی، غلامرضا (1390)،روش پژوهش با رویکرد پایان نویسی، چاپ دوم، تهران: انتشارات بازتاب.

دلاور، علی (1387)، مبانی نظری و عملی پژوهش در علوم انسانی و اجتماعی،چاپ ششم، تهران: انتشارات رشد.

ساروخانی، باقر (1384)،روش‌های پژوهش در علوم اجتماعی، جلد اول: اصول و مبانی، چاپ دهم، تهران: پژوهشگاه علوم انسانی و مطالعات فرهنگی.

سرمد، زهـره و بازرگان، عباس و حجازی، الهه (1385)، روش‌های پژوهش در علـوم رفتاری، چاپ دوازدهم، تهران: انتشارات آگاه.

غفاریان، وفا و کیانی، غلامرضا (1380)، استراتژی اثربخش، چاپ اول، تهران: فرا.

فرهنگی، علی اکبر و ببران، صدیقه (1393)،مدیریت رسانه، چاپ اول، تهران: دفتر مطالعات و برنامه‌ریزی رسانه‌ها.

 

Agresta, S, & Bough, B. B. (2011). “Perspectives on social media marketing: the agency perspective, the brand perspective”. Course Technology, Boston, MA.

Aaker, D. A. (1991). Managing Brand Equity. New York, NY: The Free Press.

Boyd, D. M, & Ellison, N. B. (2007). “Social network sites: definition, history, and scholarship”, Journal of  Computer-Mediated Communication.

Business Insider, How Facebook Was Founded, March 05, ( 2010). Retrieved January 04, 2011.

Farboodnia, babak (2016).” Presenting a model for mass media in developed and undeveloped countries”, National Institute of Public Administration (INTAN), Malaysia, ISSN: 0128-3324.

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 48.

Gil, R. BravoE. Fraj Andre´s and E. Martı´nez Salinas,(2007). ” Family as a source of consumer-based brand equity”, Journal of Product & Brand Management,vol16, no3.

Kaplan, A. M, & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68. http://dx. doi. org/10. 1016/j. bushor. 2009. 09. 003.

Keller, K. L. (2003). “Strategic Brand Management: Building, Measuring and Managing Brand Equity”, 2nd ed. , Prentice- Hall, Englewood Cliffs, NJ.

Kietzmann, J. H, Hermkens, K, McCarthy, I. P. & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media‘, Business Horizons (Article in Press).

Sánchez, Sierra, J. (2012). “Factors influencing a student’s decision to pursue a communications degree in Spain”. Intangible Capital 8.

Scott, D. M. (2007). “The new rules of marketing and PR: how to use news releases, blogs, podcasting, viral marketing, & online media to reach buyers directly”. John Wiley & Sons, Hoboken, NJ.

www. ebizmba. com/articles/news-websites/2016.

www. ispa. ir/showpolling.