24 فروردین 1403
غلامرضا جمالي

غلامرضا جمالی

مرتبه علمی: دانشیار
نشانی: دانشکده کسب و کار و اقتصاد - گروه مدیریت صنعتی
تحصیلات: دکترای تخصصی / مدیریت صنعتی، گرایش تولید و عملیات- دانشگاه تهران
تلفن: 31222123
دانشکده: دانشکده کسب و کار و اقتصاد

مشخصات پژوهش

عنوان
بررسی تأثیر بازاریابی رسانه اجتماعی بر ارزش ویژه برند با نقش میانجی تجربه برند مورد مطالعه (کاربران رسانه های اجتماعی شهر بوشهر
نوع پژوهش پارسا
کلیدواژه‌ها
marketing social media. brand experience. brand equity
پژوهشگران حمیده محمدی زنجیرانی (دانشجو) ، فخریه حمیدیان پور (استاد راهنما) ، غلامرضا جمالی (استاد مشاور)

چکیده

Background: Brand equity is known as brandy, which brings a positive image in people's minds and sentiments. Brand equity is an important asset for any product, service or company, as it helps them stay in competition.. Aim: The main purpose of this research is to investigate the impact of social media marketing on brand equity with the role of image mediation among Apple's social media users. Methodology: This research, in terms of purpose, is a descriptive survey of correlation type in terms of applied research and information gathering. The statistical community of this study is Apple's media brand users. The method of sampling in this research is accessible sampling and data collection tool is a questionnaire. 435 samples were taken. The analysis of the collected data was done using the structural equation modeling method with the help of Smart PLS software. Findings and Conclusion: The results of analysis of data suggest that marketing social media due to brand experience can play a major role in increasing brand equity. Also, the dimensions of social media marketing that includes (entertainment, modernization, interaction and customization) affects on brand image. But the word of mouth relationship does not have a significant effect on brand image.