EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON WORD OF MOUTH ADVERTISEMENT AND CUSTOMER COMMITMENT THROUGH BRAND AWARENESS AND BRAND IMAG
DOI:
https://doi.org/10.32461/2226-3209.1.2018.177226Abstract
Abstract. The aim of this study is investigation of the Effect of social media marketing activities on word of mouth and customer commitment through brand awareness and brand image. Current research is descriptive and regarding to goal it is applied one. Regarding data collection it is counted a survey study. Tool of data collection in this research is questionnaire that includes 23 questions for assessing the whole variables of research. For assessing variables, likert 5 item spectrums are used. Validity of questionnaire was considered and approved by viewpoint of professors and experts and its reliability was approved by using cronbach alpha. Statistical society of research is all customers of luxury brand of clothes in Rasht. Sampling in current research was chosen through non-probable available method. For analyzing data, partial least square method and SMART PLS 2 software was used. Result showed that social media marketing activities have a significant effect on brand image and brand awareness. Also brand awareness
and brand image have a significant effect on both word of mouth and customer commitment.
Keywords: Social media marketing activities, E-word of mouth, Customer commitment, Brand awareness,
Brand image.
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