Intelligent Knowledge Exploration and Processing

Intelligent Knowledge Exploration and Processing

Investigating the effect of social media marketing activities on consumer behavior with the mediator variable of brand equity (Case study of Iran Khodro Khorasan Razavi Company)

Document Type : Original Article

Authors
Ehsan Bahari 1
Mohammad Hosein Homaunirad 2
faeze Rohani 3
1 Sanabad Golbahar Institute of Higher Education
2 Business Management, Sanabad Higher Education Institute, Golbahar, Iran
3 Department of Computer, Sanabad Higher Education Institute, Golbahar, Iran
10.30508/kdip.2022.314767.1017
Abstract
Abstract
The aim of this study was to investigate the effect of social media marketing activities on consumer behavior with the mediator variable of brand equity. This research is an applied research in terms of purpose, a descriptive and non-experimental research in terms of data collection and a research study in terms of how to conduct it.The statistical population of the study included all customers of Iran Khodro Khorasan Razavi Company in Mashhad. Due to the unknown number of people in the statistical population, Cochran's formula was used to estimate the sample size and 384 people were estimated as the sample size. Sampling method was availableThe data collection method was library and field and the research data collection tool was a questionnaire. The content and face validity of the questionnaire in previous researches were examined by researchers and also confirmed by expert and relevant professors. Using Cronbach's alpha coefficient, it was found that the reliability of the variables is at an acceptable level.SPSS and smartPLS software were used to analyze the data. The results showed that brand equity has a mediating role in the impact of social media marketing activities on consumer behavior. While brand equity affects price sensitivity, quality sensitivity, shopping pleasure and shopping experience.
Keywords
Keywords: social media marketing activities
consumer behavior
brand equity
Iran Khodro Khorasan Razavi