Title: Impact of social media on brand commitment: testing the mediation role of perceived value and brand image
Authors: Homa Kavoosi Kalejahi; Mojtaba Ramezani; Reza Rostamzadeh
Addresses: Department of Business Administration, Tabriz International Branch, Islamic Azad University, Tabriz, Iran ' Department of Management, Bonab Branch, Islamic Azad University, Bonab, Iran ' Department of Management, Urmia Branch, Islamic Azad University, Urmia, Iran
Abstract: Today, distinguishing brands by traditional methods has been difficult for firms, because branding is not only a company's share in the market, but it also contributes its share in customer's mind and memory and this is the main pivot of experimental marketing. Given that media encourages members to deep levels of engagement in the society, this leads to creation of trust and commitment of the members and it is beneficial for brand community. Therefore, according to media importance in brand commitment, the goal of this research is to evaluate the impact of social media on brand commitment by emphasising the mediation role of perceived value and brand image. Target sample of this research is the customers of LG Company. For evaluation of reliability and validity of this research, Cronbach's alpha and composite reliability indices used which have been obtained greater than 0.8 and 0.5, respectively for all variables which show that they are in acceptable level. Study results confirmed that the proposed model's fitness for evaluation of media social impact on brand commitment according to mediation role of perceived value and brand image. In addition, results indicated that brand commitment is significantly influenced by perceived value and brand image.
Keywords: social media; brand commitment; perceived value; brand image.
International Journal of Business Environment, 2019 Vol.10 No.3, pp.191 - 208
Received: 23 May 2018
Accepted: 25 Jul 2018
Published online: 19 Feb 2019 *