May 31, 2024
Majid Esmaeilpour

Majid Esmaeilpour

Academic Rank: Associate professor
Address: Department of Business Management, Faculty of Business and Economics, Persian Gulf University, Shahid Mahini Street, Bushehr, Iran Zip code: 7516913798,
Degree: Ph.D in Marketing Management
Phone: 07731222136
Faculty: School of Business and Economics

Research

Title
Measuring the impact of social media marketing on consumer brand engagement: The mediating role of brand experience and social media benefits
Type Thesis
Keywords
بازاريابي رسانه اجتماعي، درگيري برند مصرف كننده، تجربه برند، مزايايي رسانه اجتماعي
Researchers Manijeh Bahrainizad (Primary advisor) , Majid Esmaeilpour (Advisor)

Abstract

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