Background: Consumer brand engagement is the relationship that the brand
establishes with others; In a way that its effect can increase brand awareness and
reminder to the consumer. The dimensions of social media marketing show that the
marketing activities of a luxury brand by using social media platforms and
providing a variety of free content, entertain consumers or customers, as well as
make it possible for consumers to search for custom information.
Objective: The aim of this study was to investigate the effect of social media
marketing on consumer brand involvement with the mediating role of brand
experience and social media benefits among Iranian luxury brands.
Methodology: The present study is applied in terms of purpose and in terms of data
collection method is descriptive-survey and correlational. The statistical population
of the study includes consumers of Iranian luxury brands (Hakopian, Mashhad
leather, Novin Charm, Grad, Dersa and Maral). The statistical sample of the study
includes 400 consumers of Iranian luxury brands. The data collection tool was a
questionnaire. The validity of the data collection tool was confirmed by content
validity as well as confirmatory factor validation and its reliability was confirmed
by Cronbach's alpha coefficient. Structural equation modeling was used to test the
conceptual model and research hypotheses, and Spss and Lisrel software were used
to analyze the data.
Findings: The research findings indicate that social media marketing has a positive
and significant effect on the variables of consumer brand engagement, brand
experience and social media benefits. Brand experience also has a positive and
significant effect on consumer brand engagement and social media benefits. The
benefits of social media also have a positive but not significant effect on consumer
brand engagement. Also, social media marketing has a positive and significant
effect on consumer brand engagement with the mediating role of brand experience,
but