Title: Impact of social media marketing activities on brand equity and brand commitment in the leather industry

Authors: Hossein Bodaghi Khajeh Nobar; Homa Kavoosi Kalejahi; Reza Rostamzadeh

Addresses: Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran ' Department of Business Administration, Tabriz International Branch, Islamic Azad University, Tabriz, Iran ' Department of Management, Urmia Branch, Islamic Azad University, Urmia, Iran

Abstract: Social media marketing is increasing traffic, or entering a website or paying attention to an issue through social media. Its programs usually focus on trying to create a content that can attract attention of the audience and encourage readers to share it among social media. The goal of this research is studying the impact of social media marketing activities on brand equity and brand commitment in the leather industry. Data collection method is descriptive-correlation type and in terms of objective, it is an applied research. The library-field study and questionnaire were used for data collecting. Therefore, 483 customers of Novin Charm Company selected as a sample. In order to evaluate the causal model and to check the reliability and validity of the measurement model, structural equation model is utilised. The provided model and data obtained through questionnaires analysed through SMART PLS software. Finally, the results of this study showed that brand equity and brand commitment is significantly influenced by social media activities.

Keywords: social media marketing activities; SMMAs brand awareness; brand image; brand commitment; leather industry.

DOI: 10.1504/IJBEX.2020.105346

International Journal of Business Excellence, 2020 Vol.20 No.2, pp.191 - 204

Received: 14 Feb 2018
Accepted: 14 Oct 2018
Published online: 25 Feb 2020 *

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