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Impact of Social Networks on Brand Value Based on Customer Behavior Using Structural Equations

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  • Reyhane Radpour

    (Department of Computer Engineering and Information Technology, Islamic Azad University, Safashahr Branch, Safashahr, Iran)

  • Ali Reza Honarvar

    (Department of Computer Engineering and Information Technology, Islamic Azad University, Safashahr Branch, Safashahr, Iran)

Abstract

One of the most influential services provided on the internet is an online social networking site. With increasing competition in global and regional markets, having a brand is not a choice, but an inevitable necessity that in the case of negligence, there could be a reduction in the product market. The present article examines the impact of social network marketing on the creation of customer-specific brand value. In this article, 384 people were selected randomly. Data was collected using a social networking and brand equity questionnaire. After collecting the data, a structural equation model of research hypotheses was used, specifically LISREL and SPSS software for data analysis. Findings of the analysis indicate that all aspects of social network marketing are effective in creating a brand-specific brand value for the customer.

Suggested Citation

  • Reyhane Radpour & Ali Reza Honarvar, 2018. "Impact of Social Networks on Brand Value Based on Customer Behavior Using Structural Equations," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global, vol. 9(3), pages 50-67, July.
    • Handle: RePEc:igg:jcrmm0:v:9:y:2018:i:3:p:50-67
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