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/10.32461/2226-3209.1.2018.178684Abstract
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.
References
Annie, Christine and Whitt, Nijel (2010). Principles of financial services marketing (practical and theoretical
guide), translated by Ali Soleimani Bashli and Gholam Abbas Afshar. Simaye Shargh Press. Tehran.
Ebrahimi, Ghorbanali; Ziapour, Arash. (2011). "The study of sociology of the impact of cultural capital on body
management (experimental study of youth in Gilan-e Gharb)", Journal of Applied Sociology, Volume 23, Number
, Spring, Pages 125-148.
Rahbar, Mohammad Taghi (2011). Research in propaganda, Tehran: Islamic Propagation Office Publishing
Center.
Rahimnia, Fariborz, Fatemi, Zahra; Harandi, Ataalah (2013). Examining the interaction of customer ‐ based brand
equity, Quarterly of Commercial Management, 5 (4), pp. 1-20.
Rayat, Amin. Zainizadeh, Emadi, Somayeh (2016). Impact of social media marketing: the impact of whatsapp
updates on a super academic exercise. Communication Management in Sports Media, 2 Year, pp. 36-48.
Shariat, Hussein. Safi Zadeh, Yaser (2017). A descriptive study of the use of social media as a marketing tool for
retailers, Third National and International Conference on Management and Accounting of Iran.
. Taheri Boroujani, Alireza (2000). Investigating the role of marketing in equipping financial resources of
Keshavarzie Bank, Chahar Mahal Va Bakhtiari sample. Esfahan: M. A thesis, Azad University of Dehaghan.
Aghili, Seyyed Vahid Iraqi, Morteza Ghasemzadeh (2014). Social Media; Nature, Functions and Challenges.
Journal of Social Development Studies of Iran.
Gaffman, Erving (2011). Self-presentation in Daily Life, Translated by Masoud Kianpour, Tehran.
Mousavizadeh, Mehdi, Faizollah Niazi Shahraki, Abdol Jalil Kalantar Hormozi, Alireza Fadaei Naeini and Mehdi
Nasri Lari (2016). "Evaluation of patients' tendencies and motivations to cosmetic surgeries". Research journal of
Shahid Beheshti University, 14 th, 6 th.
Noghani, Mohsen, Mohammad Mazlum Khorasani and Somayeh Varshui (2010). "Social factors affecting
women's cosmetic surgery", Women Psychological Social Studies, Vol. 8, p. 4.
Harandi, Ataollah; Sa'adat Yar, Fahime; Fatemi, Zahra (2013). Modeling the Effects of Desirable Image from
Organizations on Consumers in the Services Section, Novin Marketing Research Quarterly, No. 13, pp. 125-140.
Archibald, R. B., Haulman, C. A., Moody, C. E., Jr. (2016). Quality, price, advertising and published quality
ratings. Journal of Consumer Research, 9, 347–356.
Baker, W.E., Sciglimpaglia, D. and Saghafi, M. (2010),“Branding of post-purchase ancillary products and
services”, European Journal of Marketing, Vol. 44 No. 4, pp. 447-466.
Carlson, J. and O’Cass, A. (2010), “Exploring the relationships between e-service quality, satisfaction, attitudes
and behaviours in content-driven e-service web sites”, The Journal of Services Marketing, Vol. 14 No. 1, pp. 111-
Chen, H. and Green, R.D. (2011), “Brand equity, marketing strategy, and consumer income: a hypermarket
study”,Chi, Hsu-Hsien. (2011). “Interactive Digital Advertising VS. Virtual Brand Community: Exploratory Study
of User Motivation and Social Media Marketing Responses in Taiwan.” Journal of Interactive Advertising 12: 44-
Coon, M. (2013). Social Media Marketing: Successful Case Studies of Businesses Using Facebook and YouTube
With M.A. Project, June 4, 2010, (accessed on 02 March 2012),
http://comm.stanford.edu/coterm/projects/2010/maddy%20coon.pdf.
Ding, Y. and Chai, K.-H. (2012), “Effects of customer expertise on spillovers between products and services”,
Managing Service Quality, Vol. 11 No. 1, pp. 74-97.
Di Pietro, Loredana and Elenora Pantano. 2112. “An Empirical Investigation of Social Network Influence on
Consumer Purchasing Decision: The Case of Facebook.” Journal of Direct Data and Digital Marketing Practice 14:
-22.
Esch, Franz-Rudolf., Langner, Tobias., Schmitt, Bernd H., & Geus, Patrick.(2010). Are brands forever? How brand
knowledge and relationships affect current and future purchases. Journal of Product & Brand Management, 15(2),
–105.
Kaplan, Andreas M. and Michael Haenlein. 2111. “Users of the World, Unite! The Challenges and Opportunities
of Social Media.” Business Horizons 53: 52-47.
Rahmani, Z., Salmani Mojaveri, H., Allahbakhsh. A. (2012). Review the Impact of Advertising and Sale
Promotion on Brand Equity. Journal of Business Studies Quarterly, 4(1), 64-73.
Stone, G., Besser, D., Lewis, L.E. (2000). Recall, liking, and creativity in TV commercials: a new approach.
Journal of Advertising Research, 17(2), 7-18.
Seo, Eun-Ju; Park, Jin-Woo(2018). A study on the effects of social media marketing activities on brand equity and
customer response in the airline industry. Journal of Air Transport Management 66.36–41.
Trehan, M., Trehan, R. (2012). Advertising and Sales Management. New Delhi: India enterprise.
Yoo, B., Donthu, N. Lee, S. (2009).An examination of selected marketing mix elements and brand equity. Journal
of the Academy of Marketing Science, 28(2), 195–211.
Downloads
Issue
Section
License
Authors who publish with this journal agree to the following terms:
1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
