RELATIONSHIP BETWEEN SOCIAL MEDIA MARKETING
PRACTICES AND CUSTOMER RESPONSE WITH MEDIATING ROLE OF BRAND EQUITY DIMENSIONS:
AN EMPIRICAL INVESTIGATION
Elmira Shadiardehaei
Department of Management, Aliabad Katoul Branch,
Islamic Azad University,Aliabad Katoul, Iran
E-mail: elmira_shadi99@yahoo.com
Ailar Ebrahimi Hesari
Department of Management, Aliabad Katoul Branch,
Islamic Azad University,Aliabad Katoul, Iran
E-mail: ailar.ebrahimi@gmail.com
Behzad Shahrabi
Department of Management, Aliabad Katoul Branch,
Islamic Azad University,Aliabad Katoul, Iran
E-mail: b.shahrabi@gmail.com
Submission: 8/17/2020
Revision: 9/9/2020
Accept: 9/29/2020
ABSTRACT
This study aims to investigate the relationship
between social media marketing practices and customer response with
consideration of the mediating role of brand equity dimensions through
structural equation modeling in an empirical case study. Data are analyzed
using structural equation modeling. The following findings are found: The
results show that there is a significant relationship between social media
marketing practices and customer response in the survey sample. Additionally,
the hypothesis about the mediating role of brand equity dimensions is also
supported. The results of our research augment our understanding of the role of
social media marketing practices in stimulating customer response (electronic
word-of-mouth and commitment) and the role of brand equity dimensions (brand
awareness and brand image).
Keywords: Social Media; Customer Response; Brand Equity
1.
INTRODUCTION
Identifying variables
that affect customer behavior is very important for many organizations and
companies because it provides an opportunity to reduce costs and consequently
increase profits and affects many areas of performance in organizations. In a
competitive age, research on customer behavioral responses is more important
and the direct and indirect consequences of these decisions on organizations
have become more serious because the number of these organizations is
increasing and they need to identify the effective factors to attract more
customers to buy their services.
The realm of consumer
behavior is like a sea that everyone can know only a part of, consumer behavior
is formed under the influence of internal and external factors; given that
consumers operate in a dynamic and ever-changing environment, and that consumer
products and services are constantly evolving, marketing managers need to have
an accurate understanding of consumer behavior to recognize this constant flow
and create an appropriate marketing mix for a defined market (Kotler et al.,
2014).
Customers may express
their needs and demands in one way but act differently. They may not be aware
of their deeper inner motivations or react to influential factors that change
their mind at the last moment. However, marketers need to consider the demands
of their customers, their perceptions, and their behavior. Many studies have
identified effective factors on customers' behavioral responses in terms of
cognitive, attitudinal, and value variables. Despite the proliferation of this
series of studies, questions about customer behavioral responses are still not
fully answered (Olson et al., 2009).
On the other hand,
social media is now becoming the most important channel for business and
communication with customers. This adaptation of social media for business
communication stems from the fact that the Internet user community is expanding
rapidly (Nguyen et al., 2015). In business, the ability to obtain information
from social media and disseminate information to a wider audience, and the
ability to integrate different channels as part of marketing programs are
critical to the development of successful branding strategies through social
media (Kim & Ko, 2012; Rapp et al., 2013; Hsu & Lawrence, 2016).
Therefore, the present study tends to examine the relationship between social
media marketing practices and customer response with the mediating role of
brand equity dimensions.
One of the most famous
and perhaps the most important marketing concepts today, first formed in the
1980s, is the concept of brand equity. Aaker (1996) introduces the concept of
brand equity as brand-related assets (or liabilities) associated with a brand
that increases or decreases the value of a good/service and includes brand
awareness, quality received, brand links, and other brand-related assets.
Brand equity is created
when customers tend to pay more for the same level of brand quality because of
the interesting brand name and strong attachment to it (Moliner-Velázquez et
al., 2019). Brand equity has many advantages for companies and manufacturers;
for example, if the brand has a high equity value, the target consumer will
have a positive attitude towards the brand and as a result be willing to pay a
high price for the product, repeat the purchase, and do word-of-mouth
advertising for the product (Kim & Hyun, 2011; Ansary & Hashim, 2018;
Moise et al., 2019).
Brand equity has a
positive effect on customer perception and consequently customer buying
behaviors. To increase the likelihood of such a positive partnership and manage
brand assets, companies need to develop strategies that increase and grow brand
equity.
On the other hand,
rapid change in today's world has faced companies with various challenges, but
in the meantime, those companies are successful that can take advantage of the
opportunities created by using management tools and new technologies. Given the
importance of social media and the Internet, which facilitates direct and
unmediated relationships between companies and customers (Ahmed et al., 2019;
Kumar et al., 2016), it is claimed that social media, especially social
networks can support brands by creating and maintaining relationships between
companies and customers in these types of environments.
With the increasing
acceptance of the Internet by the general public in society, the importance of
social media as one of the Internet marketing tools is increasing (Clark et
al., 2017). Companies can use social media to sell their products and create a
new direct distribution channel for customers to buy as they wish. The Internet
has enabled even small companies to connect with customers around the world.
Social media such as Facebook, Twitter, etc. are rapidly gaining popularity due
to providing immediate interactions and experiences for users (Heggestuen &
Danova, 2013).
Despite the popularity
and ubiquity of social media, their importance in shaping online business
interactions, and customer behaviors, little research has been done on the
effect of social media on customer behavior. Understanding consumer behavior
and knowing customers is not an easy task. Customers may express their needs
and demands in some way but act differently. They may not be aware of their
deeper inner motivations or react to influential factors that change their mind
at the last moment.
However, marketers need
to consider the needs of their customers, their mental perceptions, and their
buying behavior. Therefore, to identify the effective factors on customer
response, the present study tends to examine the role of social media marketing
on brand equity and consumer behavior. Thus, the main problem of the present
study is whether social media marketing practices affect customer response
through the mediating role of brand equity dimensions.
2.
LITERATURE REVIEW
Seo and Park (2018)
conducted a study on the effect of social media marketing practices on brand
equity and the response of airline customers in Korea. The results showed that
social media marketing practices had a positive and significant effect on brand
image and brand awareness. Brand awareness had a positive and significant
effect on commitment, but its effect was not significant on electronic
word-of-mouth advertising. The effect of brand image was positive and
significant on commitment and word of mouth electronic advertising.
Ramanathan et al. (2017)
in a study examined the effect of social media, service operations, and brand
satisfaction on customer satisfaction with an emphasis on the moderating role
of promotions. The results showed that the effect of social media and service
operations was positive and significant on customer satisfaction, while the
effect of brand satisfaction was not significant. Promotions had a positive
moderating effect on the effect of service operations on customer satisfaction,
while its moderating role in the relationship between social media and customer
satisfaction was not significant.
Godey et al. (2016)
examined the effect of social media marketing efforts of luxury brands on brand
equity and consumer behavior in France, China, India, and Italy. The results showed
that social media marketing efforts had a positive and significant effect on
brand equity and consumer behavior. Brand equity had a positive and significant
effect on consumer behavior. Brand equity mediated the relationship between
social media marketing efforts and consumer behavior.
Chen and Shen (2015)
conducted a study on the decisions of Chinese customers in the context of
social business. The results showed that informational and emotional support
had a significant effect on customer trust and commitment, as well as social
purchasing and social sharing intention. Hudson et al. (2015) in a study
examined the effect of interactions on social media on emotional communication,
the quality of brand communication, and word of mouth of university students in
the United States.
The results showed that
social media interactions had a positive and significant effect on emotional
communication but its effect was not significant on the quality of brand
communication. Emotional communication had a positive and significant effect on
the quality of brand communication and word of mouth. The effect of brand
communication quality was significant on word of mouth.
Kim and Ko (2012), to
see whether social media marketing promotes customers' net assets, conducted an
experimental study on a luxury goods brand in Korea. The results of this study
showed that five components of social media marketing, including entertainment,
interactivity, customer informing, formability, and word-of-mouth advertising
had positive significant effects on the net worth asset, relationship net
asset, and brand net asset. Regarding the relationships between the motivating
factors of the customer's net asset, the brand net asset had a negative and
significant effect on the customer's net worth.
Kim et al. (2011)
conducted a study on the intention to buy digital goods in social media
communities; 225 Korean consumers on social media took part in the study. The
research method was a descriptive survey. A structural equation model was used
to analyze the data. Marketing through social media had a direct impact on
brand equity and brand equity itself had a positive effect on customer purchase
intentions.
Chang and Liu (2009) in
a study examined the relationship between brand equity, brand preferences, and
purchase intention among airport passengers. The research method was a
descriptive survey. A structural equation model was used to analyze the data.
The statistical population of the study was users of Chinese banking and
Internet services, of which 456 participated in the study. The results showed a
positive relationship between brand equity and brand preferences and purchase
intention with the mediating effect of switching on the relationship between
brand value and purchase intention.
3.
HYPOTHESIS
To define the hypotheses, the
variables are first defined.
· Social
media marketing: Social media marketing refers to a company's use of social
media to interact with customers and influence customer attitudes and behaviors
to attract new customers and retain existing customers (Godey et al., 2016).
· Brand
equity: Brand equity is a set of assets and liabilities associated with a brand
that increases or decreases the value provided by a product or service to a company
or its customers (Aaker, 1996). In the present study, brand equity refers to
brand image and brand awareness. The brand image refers to strong, desirable,
and unique associations in memory that results in perceived quality, positive
attitude, and an overall positive impact. Brand awareness is the ability to
recognize and remind potential buyers about a brand as a member of a particular
product category (Seo & Park, 2018).
· Customer
response: Customer response includes the mental, emotional, and physical
activities that people use when selecting, purchasing, using and disposing of
products and services that meet their needs and demands. In the present study,
customer response refers to word-of-mouth electronic advertising and
commitment. Electronic word-of-mouth advertising is defined as all informal
consumer communication through Internet-based technology, concerning the use or
characteristics of specific goods or services or their vendors (Litvin et al.,
2008).
Figure 1 shows the conceptual model
of the study according to Seo and Park (2018). According to this model, social media marketing practices
(entertainment, interaction, trendiness, customization, and perceived risk) are
independent variables; customer response (electronic word-of-mouth advertising
and commitment) are dependent variables and brand equity (brand awareness and
brand image) are mediating variables. According to this model, social media
marketing practices affect brand awareness and brand image and thus affect
customer responses (electronic word of mouth advertising and commitment).
Figure 1: Conceptual
model
· H1: There is a significant
relationship between social medial marketing practices and brand awareness.
· H2: There is a significant
relationship between social medial marketing practices and brand image.
· H3: There is a significant
relationship between brand awareness and electronic word-of-mouth.
· H4: There is a significant
relationship between brand image and electronic word-of-mouth.
· H5: There is a significant
relationship between brand awareness and commitment.
· H6: There is a significant
relationship between brand image and commitment.
4.
RESEARCH METHODOLOGY
4.1.
Sample and Procedure
Currently, Digikala website plays
the leading role in online sales in Iran. Although many other similar websites
operate in Iran, Digikala accounts for more than 85% of the country's retail
market. This website, which started its activity about 12 years ago with only 5
employees, currently has more than 1000 employees in the fields of programming,
sales, customer service, etc., and is expanding day by day and it is getting
stronger; in a way that in different cities of Iran, it has 16 agencies to
serve buyers and recently has developed two sub-categories called Digistyle
(exclusive online clothing store) and Fidibo (exclusively for buying and
reading all kinds of books). The statistical population of the present study is
customers of Digikala online store. In the present study, the statistical
population is infinite; when the size of the statistical population is
infinite, the number of samples using the Cochran's formula will be 384 people.
4.2.
Measurement Instruments
· Social
media marketing practices: the questionnaire developed by Seo and Park (2018) is
used to measure social media marketing practices. The questionnaire has 11
items that measure entertainment (2 items), interaction (3 items), trendiness
(2 items), customization (2 items), and perceived risk (2 items). The average
score obtained from the items will represent social media marketing practices.
Items were measured on a five-point Likert scale from strongly agree (1) to
strongly agree (5).
· Brand
equity: the questionnaire developed by Seo and Park (2018) is used to measure brand equity.
The questionnaire has 6 items that measure brand awareness (3 items) and brand
image (3 items). The average score obtained from the items will represent brand
equity. Items were measured on a five-point Likert scale from strongly agree
(1) to strongly agree (5).
· Customer
response: the questionnaire developed by Seo and Park (2018) is used to measure customer
response. The questionnaire has 6 items that measure electronic word-of-mouth
(3 items) and commitment (3 items). The average score obtained from the items
will represent customer response. Items were measured on a five-point Likert
scale from strongly agree (1) to strongly agree (5).
4.3.
Confirmatory Factor Analysis
4.3.1.
Second-order
confirmatory factor analysis of social medial marketing practices
In the present study, social media
marketing practices have four components that can act as indicators of this
construct. Therefore, the second-order factor analysis is investigated to test
the measurement model as well as the validity of components of social media
marketing practices (Figure 2).
The results of Figure 2 show that factor loads of the indicators (questions) related to each component and factor load of each component as an indicator of social media marketing practices are good in predicting this variable. The fit indexes of the measurement model for social media marketing practices show that the model has a very good fit.
Figure 2:
second-order confirmatory factor analysis for social medial marketing practices
4.3.2.
Confirmatory
Factor Analysis of Brand Equity
Confirmatory factor analysis was
used to determine the validity of brand equity components. Figure 3 reports the
factor loads of t-values. The numbers on paths are factor loads. All factor
loads are higher than 0.3. Findings related to fit indices of brand equity components indicate that CFI, GFI, NFI, RMR, and RMSEA indices
are at an acceptable level based on Noruzy et al. (2013) and Gholmai et al.
(2013).
4.3.3.
Confirmatory
Factor Analysis of Customer Responses
Confirmatory factor analysis was
used to determine the validity of customer responses. Figure 4 reports the
factor loads of t-values. The numbers on paths are factor loads. All factor
loads are higher than 0.3. Findings related to fit indices of customer
responses indicate that CFI, GFI, NFI, RMR, and RMSEA indices are at an
acceptable level. These goodness of fit indices show that data of this study
have a good fit with the factor structure of this scale.
Figure 3: LISREL output for
brand equity components
Figure 4: LISREL output for
customer responses
5.
RESULTS
Table 1 shows the indicators related to
descriptive statistics for the sample, including the mean and standard deviation for the studied variables in this
study.
Table 1: Descriptive indexes of variables
|
Variable |
Mean |
SD |
|
Social medial marketing practices |
3.21 |
0.75 |
|
Brand awareness |
3 |
1.02 |
|
Brand image |
3.09 |
1.08 |
|
Electronic word-of-mouth |
2.87 |
1.05 |
|
Commitment |
2.91 |
0.97 |
5.1.
Coefficient of Correlation between Variables
Pearson correlation coefficient was used
to identify the relationship between the variables in the model. Findings
obtained from the coefficient of correlation between the variables are listed
in Table 2. Findings show that the coefficient of correlation between social
media marketing practices and brand awareness (r = 0.45), brand image (r =
0.40), electronic word of mouth (r = 0.42) and commitment (r 0.44) =) is
positive and significant. The coefficient of correlation between brand
awareness and brand image (r = 0.51), electronic word of mouth (r = 0.45), and
commitment (r = 0.47) is positive and significant. The coefficient of
correlation between brand image and electronic word of mouth advertising (r =
0.46) and commitment (r = 0.42) is positive and significant. The coefficient of
correlation between the electronic word of mouth and commitment (r = 0.57) is
positive and significant.
Table 2: Matrix of correlation between constructs
|
Variable |
1 |
2 |
3 |
4 |
5 |
|
1. social media marketing practices |
1 |
|
|
|
|
|
2. brand awareness |
0.45** |
1 |
|
|
|
|
3. brand image |
0.40** |
0.51** |
1 |
|
|
|
4. electronic word of mouth |
0.42** |
0.45** |
0.46** |
1 |
|
|
5. commitment |
0.44** |
0.47** |
0.42** |
0.57** |
1 |
* p <
0.05 ** p < 0.01
5.2.
Structural Model Testing
Figure 5 shows the tested model with
standardized values on each of the paths. Findings show that all coefficients
are positive and significant. Table 3 lists the coefficients of direct and
indirect effects and the variance explained.
As shown in Table 3, the effect of
social media marketing practices is positive and significant on brand image and
brand awareness. The effect of brand image and brand awareness is positive and
significant on electronic word of mouth and commitment. The indirect effect of
social media marketing practices is positive and significant on electronic word
of mouth and commitment through brand image and brand awareness.
Figure 5: Standardized
coefficients of the tested model
Table 3: coefficients of direct and indirect effects and variance explained
|
Path |
Direct effect |
Indirect effect |
Variance explained |
|
On commitment vie: Brand awareness Brand image Social media
marketing practices |
0.43** 0.30** - |
- - 0.39** (8.36) |
35% |
|
On electronic word
of mouth vie: Brand awareness Brand image Social media
marketing practices |
0.37** 0.37** - |
- - 0.39** (8.51) |
34% |
|
On brand image vie: Social media
marketing practices |
0.48** |
- |
23% |
|
On brand awareness
vie: Social media
marketing practices |
0.57** |
- |
32% |
*p<0.05; **p<0.01
As shown in Table 3, 35% of variance
in commitment, 34% of variance in electronic word of mouth, 23% of variance in
brand image, and 32% of variance in brand awareness are explained by the
variables in the present model.
The fit indices obtained for the model
tested in Table 4 show that RMSEA=0.067 in the estimated model is acceptable
and other indexes including CFI=0.97, GFI=0.94, NFI=0.95, and AGFI=0.91 are
good; these goodness of fit indices show that the data obtained in this study
are well fitted to factor structure of this model.
Table 4: fit indexes of the fitted model
|
Index |
Estimate |
Criterion |
|
c2/df |
2.68 |
c2/df<3 |
|
RMSEA |
0.067 |
RMSEA<0.08 |
|
GFI |
0.94 |
GFI>0.9 |
|
AGFI |
0.91 |
AGFI>0.9 |
|
CFI |
0.97 |
CFI>0.9 |
|
NFI |
0.95 |
NFI>0.9 |
6.
DISCUSSION
The results showed that the effect
of social media marketing practices is positive and significant on brand
awareness. Therefore, social media marketing practices increase brand
awareness. This finding is consistent with Seo and Park (2018) and Godey et al.
(2016). Communication between people, groups, products, and companies through
social media and provision of information leads to confidence, attachment,
brand enthusiasm and thus increases brand awareness.
Therefore, brand awareness will
increase if the store uses social media to share information about services and
products, can exchange and transmit information through social media about
services and products, provide customers with new and up-to-date information
about services and products through social media, use social media to introduce
services and products and enable customers to search for information through
social media.
The results showed that the effect
of social media marketing practices is positive and significant on brand image.
Therefore, social media marketing practices increase brand image. This finding
is consistent with Seo and Park (2018) and Godey et al. (2016). Brand image
will be improved if using social media is entertaining for customers, social
media content seems interesting to customers, social media enables customers to
share information, chat, or exchange ideas with others through social media, it
is easy to express opinions on social media, social media content has the
latest information, social media recommend custom information search and
provide custom services, customers like to share information about the brand,
products, and services of the store to their friends through social media and
like to share information content of social media in their weblogs or channels.
The results showed that the effect
of brand awareness is positive and significant on electronic word of mouth.
Therefore, brand awareness leads to an increase in electronic word-of-mouth.
This finding is consistent with Seo and Park (2018) and Godey et al. (2016).
Electronic word-of-mouth will increase if customers always are aware of the
store, features of the store are quickly evoked in their minds and they can
quickly remember the symbols or logos of the store.
The results showed that the effect
of brand image is positive and significant on electronic word of mouth.
Therefore, brand image leads to an increase in electronic word-of-mouth. This
finding is consistent with Seo and Park (2018) and Godey et al. (2016).
Customers use the brand image of a product/service to have a general perception
of a particular product/service.
A product with a better brand image
makes customers or consumers perceive the product as better and more valuable,
and thus advertise about it. Therefore, if the brand image of customers from
the store is its use of quality and up-to-date products and services, a high
reputation and credibility due to the quality of its services, it will lead to
an increase in electronic word-of-mouth.
The results showed that the effect
of brand awareness is positive and significant on commitment. Therefore, brand
awareness leads to increased commitment. This finding is consistent with Seo
and Park (2018) and Godey et al. (2016). Customer commitment to the store will
increase if customers quickly remember the store they use, identify it among
other competing stores, have a lot of information about the service and quality
of the store, and recognize the symbol or logo of the store.
The results showed that the effect
of brand image is positive and significant on commitment. Therefore, brand
image leads to increased commitment. This finding is consistent with Seo and
Park (2018) and Godey et al. (2016). If the customers consider the store as a
representative of their industry, have significant (effective) memories about
the store and customer orientation is one of the initial goals of the store,
customer commitment will increase. Thus, customers will be proud to use the
store's products/services, use the store's products/services in the long run,
and feel committed to using the store's products/services.
7.
CONCLUSION
Social media use mobile and
web-based technologies to create highly interactive systems through which
people and communities can share, discuss, and modify user-generated content.
As a result, social media plays an important role in marketing activities.
Therefore, the present study examined the relationship between social media
marketing practices and customer response with consideration of the mediating
role of brand equity dimensions. This study helps managers and executives of
companies that use social media to identify the effective factors on customer
response and use it to influence consumer behavior to maintain customer
loyalty.
7.1.
Answering the hypotheses
·
H1: There is a significant relationship between social medial marketing
practices and brand awareness.
The results showed that the effect
of social media marketing practices is positive and significant on brand
awareness. Therefore, Digikala store managers are encouraged to use social
media to share information about services and products. They are encouraged to
develop the ability to exchange and transmit information about services and
products through social media and provide new and up-to-date information about
their services and products through social media to customers. They are
encouraged to use social media to introduce their services and products and
enable customers to search for information through social media.
·
H2: There is a significant relationship between social medial marketing
practices and brand image.
The results showed that the effect
of social media marketing practices is positive and significant on brand image.
Therefore, Digikala store managers are advised to make the use of social media
entertaining for customers, provide interesting social media content for
customers, Social media should enable customers to share information, make
conversation or exchange with others possible through social media, and make it
easy to express ideas through social media. Social media content should have
the latest information. Social media should offer customized data searches and
provide customized services. Customers should like to share information about
the store's brand, products, and services to friends through social media, and
like to share the store's social media information content on their blogs or
channels.
·
H3: There is a significant relationship between brand awareness and
electronic word-of-mouth.
The results showed that the effect
of brand awareness is positive and significant on electronic word of mouth.
Therefore, Digikala store managers are advised to focus on brand management and
apply awareness and communication strategies between products and consumers
during brand competition in the market. Because brand awareness is the ability
to recognize and remind potential buyers about a brand as a member of a
particular category of products/services. Thus, marketers should focus on brand
management and apply awareness and communication strategies between products
and consumers during brand competition in the market.
·
H4: There is a significant relationship between brand image and
electronic word-of-mouth.
The results showed that the effect
of brand image is positive and significant on electronic word of mouth.
Therefore, the managers of Digikala store are recommended to increase
electronic word of mouth by using advanced and up-to-date technologies, high
reputation, and credibility due to the quality of services. Creating a mental
image is an essential tool for attracting and retaining customers. The brand
image leads to perceived quality, positive attitude, and an overall positive
impact, thus increasing brand equity. Brand image is associated with the links
created in the consumer memory. Since the brand image is the basis of
differentiating products, generalizing brand name, providing a reason to buy,
and creating positive feelings about the brand, it helps the process of
generalizing the consumer purchase.
·
H5: There is a significant relationship between brand awareness and
commitment.
The results showed that the effect
of brand awareness is positive and significant on commitment. Therefore, the
managers of Digikala store are recommended to provide conditions by providing
quality products/services that customers can quickly remember the store,
recognize it among other competing stores, have a lot of information about the
service and quality of the store, and recognize the symbol or logo of the store
and thereby increase customer commitment.
·
H6: There is a significant relationship between brand image and
commitment.
The results showed that the effect
of brand image is positive and significant on commitment. Therefore, Digikala
store managers are encouraged to provide quality products/services by providing
conditions for customers so that they consider the store as a representative of
its industry, have significant (effective) memories of the store; the managers
should consider customer-orientation as the initial goals of the store to
increase customer commitment.
7.2.
Remarks for Future Studies
As noted, the present study was
conducted among customers of Digikala store. It is suggested that the model
presented in this study be implemented in other stores and the results be
compared with the results of this study.
The approach of the present study is
quantitative. It is suggested that future studies use a qualitative approach or
mixed qualitative and quantitative approach (mixed method) to develop a model
for identifying the effective factors on electronic word-of-mouth and customer
commitment.
It is suggested that other studies
examine the role of other effective factors on electronic word of mouth and
customer commitment such as perceived quality, brand association, brand
attachment, etc.
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