بررسی رابطه بین بازاریابی از طریق رسانه‌های اجتماعی و تعهد مشتری به‌واسطه ارزش برند (موردمطالعه: مشتریان فروشگاه‌های اینترنتی لباس زنانه)

نوع مقاله : مروری

نویسندگان

1 استاد مدیریت، دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران

2 دانشجوی دکتری مدیریت رفتار سازمانی، دانشکده علوم اداری و اقتصادی ، دانشگاه فردوسی مشهد

3 دانشجوی مدیریت اجرایی، دانشکده علوم اداری و اقتصادی ، دانشگاه فردوسی مشهد

چکیده

امروزه یکی از بهترین روش‌هایی که از آن طریق شرکت تجاری هزینه‌هایش را کاهش می‌دهد، گرایش به‌سوی بازاریابی از طریق رسانه‌های اجتماعی و به‌خصوص شبکه‌های اجتماعی است. علیرغم این‌که این حوزه در مقایسه با بازاریابی تجاری بسیار نوپا است، ولی به علت همه‌گیر شدن در جامعه امروزی و در دسترس بودن، بسیار مورد توجه و اقبال عمومی قرار گرفته است. هدف از این تحقیق بررسی رابطه بین بازاریابی از طریق رسانه‌های اجتماعی با تعهد مشتری به‌واسطه ارزش برند در بانوان خریدار لباس می‌باشد.
گردآوری داده‌ها از طریق 390 پرسشنامه از بین بانوانی که خرید اینترنتی لباس داشته‌اند انجام شد. بررسی روابط میان متغیرها از طریق مدل‌سازی معادلات ساختاری و با کمک نرم‌افزار AMOS صورت گرفت. نتایج حاکی از آن بود که بازاریابی از طریق رسانه‌های اجتماعی تأثیر مثبت بر ابعاد ارزش برند دارد و تأثیر مثبت ارزش برند بر تعهد مشتری تأیید شد. ارزش برند نیز در رابطه بین بازاریابی از طریق رسانه‌های اجتماعی و تعهد مشتری نقش میانجی‌گری مثبت دارد.
 

کلیدواژه‌ها


عنوان مقاله [English]

Investigation on the Relationship Between Social Media Marketing and Customer Commitment with the Mediator Role of Brand Value (Case Study: Women Buying Clothes Online)

نویسندگان [English]

  • ghadem eslami 2
  • farshad ghadrei 3
2 PHD Students of Management of Organizational Behavior, Department Economics and Administrative Sciences, Ferdowsi Universityof mashhad
3 Master Student of Executive Management, Department Economics and Administrative Sciences, Ferdowsi University of mashhad
چکیده [English]

Today, one of the best ways For a business company to reduce its costs is the tendency toward marketing through social media, especially social networks. Despite the fact that this area is very popular in comparison with commercial marketing, it is very much considered to be due to the pervasiveness and accessibility of today's society. The purpose of this research is to Investigate the relationship between social media marketing and customer commitment with the mediator role of brand value. Data collection is based on a Sample of 390 women dressed in Internet shopping. The relationship between variables was investigated through structural equation modeling with AMOS software. The results indicate that social media marketing has a positive impact on the brand value dimensions; the positive impact of brand value has also been confirmed on customer commitment. Brand equity also has a positive mediating role in the relationship social media marketing  and customer commitment.

کلیدواژه‌ها [English]

  • Social Media Marketing / of Brand Awareness / Brand Image / Brand Perceived Quality /
  • Customer Commitment
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