INVESTIGATING THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON MANAGEMENT PERFORMANCE THROUGH BRAND EQUITY (CASE STUDY: AMAZON)
Abstract - The purpose of this study is to investigate the effect of social media marketing activities on marketing performance through brand equity. The present study is a descriptive research in terms of applied purpose and in terms of data collection. Structural equation modeling method has been used for analysis. The statistical population of this study is 384 customers of Amazon, who were selected by available sampling method and based on Cochran's formula with a confidence level of 0.95. The tool used in this research is a questionnaire. The validity of the questionnaire was first confirmed through content validity, then through convergent and divergent validity. The reliability of the questionnaire was confirmed by Cronbach's alpha coefficient. The results showed that social media marketing activities affect brand awareness and brand image. In addition, the third hypothesis is based on the effect of brand awareness on marketing performance and the fourth hypothesis is based on the effect of brand image on marketing performance. The results also confirm the fifth and sixth hypotheses based on the mediating role of brand awareness and brand image on the relationship between social media marketing activities and marketing performance.
Keywords - Social Media Marketing Activities, Brand Equity, Brand Awareness, Brand Image, Marketing Performance, Structural Equations