Impact Of Social Media Marketing Activities On Consumer Behavior With The Mediating Role Of Brand Equity (Case study of Tegeta-Motors Company inTbilisi, Georgia)
| Main Author: | Bahman Moghimi |
|---|---|
| Format: | Article Journal |
| Bahasa: | ang |
| Terbitan: |
, 2022
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| Subjects: | |
| Online Access: |
https://zenodo.org/record/5951848 |
Daftar Isi:
- The present study aimed to investigate the impact of social media marketing activities on consumer behavior with the mediating role of brand equity. This study was an applied research in terms of aim and a descriptive and non-experimental research in terms of data collection and a research study in terms of way of implementation. The statistical population of the study included all customers of TEGETA-MOTORS Company of Tbilisi in Georgia. Due to the unknown number of people in the statistical population, Cochran's formula was used to estimate the sample size and 384 people were estimated as the sample size. A convenience sampling method was used. Library and field methods were used for data collection and the research data collection tool was a questionnaire. The content and face validities of the questionnaire were reviewed by researchers in previous studies and were confirmed by expert and relevant professors. Using Cronbach's alpha coefficient, it was found that the reliability of the variables is at an acceptable level. SPSS and SMART PLS software was used to analyze the data. The results showed that brand equity has a mediating role in the impact of social media marketing activities on consumer behavior. Also, brand equity affects price sensitivity, quality sensitivity, hedonic shopping, and shopping experience.