Branding with social media: user satisfaction, the use of patterns, and content strategies brand messaging
Journal Title: Journal of Science and today’s world - Year 2018, Vol 7, Issue 5
Abstract
The purpose of this research is to investigate the branding with social media, user satisfaction, use of patterns, content strategies of brand messaging. The population of research was the users of the social network, including the Instagram and the Telegram. In order to sample, with regard to the unlimited number of people in the community, using the unlimited population sampling method, 384 samples were estimated. To measure the variables of the research, questionnaires of brand equity and social media enjoyment have been used. In this study, Kolmogorov-Smirnov tests and structural equations were used to analyze the data in SPSS and LISREL software. The results of the research indicate that all aspects of social media enjoyment have affected brand equity. So consumers care about social media and its marketing activities and can increase brand equity. Therefore, social media is known as a useful e-marketing tool. The change in the way of advertisement from a traditional way to modernity and the importance of social networks is in the field of mobile marketing and brand promotion. Therefore, online environments such as social networks affect consumers' decisions and promote brand and brand equity.
Authors and Affiliations
Mohammad Amin Fallahi
Keywords
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