تأثیر تلاش‌های بازاریابی در رسانه های اجتماعی بر ارزش ویژه مشتری در برندهای لوکس(مورد مطالعه: برند درسا)

نویسندگان

1 دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری - دانشگاه علامه طباطبائی

2 دانشکده مدیریت و حسابداری - دانشگاه علامه طباطبائی

چکیده

توسعه جهانی رسانه‌های اجتماعی در کنار مقبولیت کالاهای لوکس نزد مشتریان ایرانی بر  فعالیت‌های بازاریابی برندهای لوکس و ارزش ویژه مشتریان آن‌ها تأثیر قابل توجهی داشته است. هدف این تحقیق بررسی تأثیر تلاش‌های بازاریابی در رسانه‌های اجتماعی بر ارزش ویژه مشتری در برندهای لوکس می‌باشد. این پژوهش در زمره پژوهش‌های توصیفی از نوع پیمایشی بوده است. جامعه آماری تحقیق ، مشتریان برند درسا با  حجم نمونه 384 نفر بوده‌اند. برای آزمون فرضیات پژوهش، روش مدلسازی معادلات ساختاری و نرم‌افزار AMOS  مورد استفاده قرار گرفت. نتایج پژوهش نشان می‌دهد که تلاش‌های بازاریابی رسانه اجتماعی بر ارزش‌های ویژه برآوردی، رابطه، برند و نگرش تأثیر مثبت دارد. همچنین ارزش ویژه رابطه و برند بر ارزش ویژه مشتری تأثیر مثبت می‌گذارند و قصدخرید مستقیما توسط ارزش ویژه برآوردی و رابطه به طور مثبت متأثر می‌شود. در نهایت قصد خرید و تجربه برند بر ارزش ویژه مشتری تأثیر مثبت دارند.
 

کلیدواژه‌ها

عنوان مقاله [English]

The Impact of Social Media Marketing Activities On Customer Equity of Luxury Brands A Study of Dorsa Brand

نویسندگان [English]

  • Zohreh Dehdashti Shahrokh 1
  • Maryam Naeli 2
چکیده [English]

The global development of social media and the acceptance of luxury products among Iranian customers have significant effects on the marketing activities of luxury brands and their customer equity. The objective of this research is to examine the effect of Social Media Marketing(SMM) activities on customer equity of luxury brands. In terms of objective, this research was descriptive of survey type. The statistical population of the present research was Dorsa’s customers with a sample size of 384. In order to test the hypotheses, Structural Equation Modeling (SEM) and AMOS software were used. The results showed that SMM activities have positive impacts on value equity, relationship equity, brand equity, and attitudinal equity. Moreover, relationship equity and brand equity have positive impacts on customer equity, and purchase intention is directly affected by value equity and relationship equity. Eventually, purchase intention and brand experience had a positive effect on customer equity.

کلیدواژه‌ها [English]

  • Customer Equity
  • Attitudinal Equity
  • Luxury Brands
  • Social Meda Marketing Activities
  • Brand Experience

مراجع

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پژوهش های مدیریت در ایران
دوره 24، شماره 1
فروردین 1399
صفحه 33-57

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