A STUDY ON THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON CONSUMER’S RESPONSE AND BRAND EQUITY (CASE STUDY: BEAUTY CLINICS)
DOI:
https://doi.org/10.32461/2226-3209.1.2018.178684Анотація
Abstract. Today, the Internet has created new opportunities and tools of reaching out to consumers through advertising mechanisms of social media marketing including weblogs and social networks. The purpose of this study was to analyze the effect of social media marketing activities on consumer response and brand equity in beauty clinics in Isfahan province. The population of study consisted of visitors to beauty clinics and centers in 1, 2, 3, 8, 9 and 10 districts of Isfahan province. Samples were selected via stratified random sampling technique. In addition, the sample size was determined using Cochran formula (d = 1/96 = 1 / = d), with the maximal variance (214) among the research variables. A total of 201 questionnaires were correctly and completely filled out by the participants and then were analyzed. Data collection was conducted using field method via standard questionnaire and a 5-point Likert scale. Data were analyzed using SPSS software version 22. Factor analysis and structural equations modeling (SEM) were also tested via LISREL (Version 8.54) software. The results showed that all aspects of social marketing activities (entertainment, interaction, trendiness, customization and perceived risk) have a positive effect on the components of brand awareness and brand image. It was also demonstrated that brand awareness and brand image have a positive impact on online word-of-mouth advertising of consumers, and brand awareness and brand image positively influence consumer’s commitment.
Keywords: social media marketing activities, consumer response, brand equity, beauty clinics.
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