Open AccessRelationship between social media marketing practices and customer response with mediating role of brand equity dimensions: an empirical investigation
Author(s) -
Elmira Shadi,
Ailar Ebrahimi Hesari,
Behzad Shahrabi
Publication year - 2021
Publication title -
independent journal of management and production
Language(s) - English
Resource type - Journals
ISSN - 2236-269X
DOI - 10.14807/ijmp.v12i5.1425
Subject(s) - brand equity , structural equation modeling , marketing , business , social media , brand awareness , social media marketing , advertising , digital marketing , computer science , mathematics , statistics , world wide web
This study aims to investigate the relationship between social media marketing practices and customer response with consideration of the mediating role of brand equity dimensions through structural equation modeling in an empirical case study. Data are analyzed using structural equation modeling. The following findings are found: The results show that there is a significant relationship between social media marketing practices and customer response in the survey sample. Additionally, the hypothesis about the mediating role of brand equity dimensions is also supported. The results of our research augment our understanding of the role of social media marketing practices in stimulating customer response (electronic word-of-mouth and commitment) and the role of brand equity dimensions (brand awareness and brand image).