The Effect of Components of Social Media Marketing Activities through Brand Value on Customer Responsibility in Tourism Industry

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Hajaliakbari Firoozeh; MUSAVI NARGES

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Paper Information

Journal: GEOGRAPHICAL JOURNAL OF TOURISM SPACE Year:2019 | Volume:8 | Issue:32 Page(s): 35-55

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Title

The Effect of Components of Social Media Marketing Activities through Brand Value on Customer Responsibility in Tourism Industry

Author(s)

Hajaliakbari Firoozeh | MUSAVI NARGES | Issue Writer Certificate

Keywords

social mediaQ1

brand equityQ1

brand awarenessQ1

brand imageQ1

electronic mouth to mouth adsQ1

Abstract

The overall objective of this research was to investigate the effect of components of social media marketing activities through brand value on customer response in tourism industry. This research, in terms of purpose, is an applied research and uses a descriptive-analytical methodology of causal type through a survey method. The statistical population of this research included tourists who visited Zanjan province. Due to lack of access to accurate information about statistical population, an unlimited society was chosen from whom a sample of 384 were selected. The sampling method in this research was a simple random one. In this study, standard questionnaires developed by SEO and park (2018) were used. The face validity of the questionnaire was estimated to be more than 0. 5 and its reliability was confirmed by Cronbach's alpha which was 0. 965. Descriptive statistics was used to analyze the data using SPSS software. First, for testing the normality of variables, Kolmogorov-Smirnov method was used and it was shown that the data were normal. The results of the study showed that social media marketing activities have positive effect on brand equity (brand awareness and brand image) and these activities have a positive effect on customer response ( E-WOM and loyalty) through brand equity too. Finally, based on the results of the study, practical recommendations were presented.

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APA: Copy

Hajaliakbari, Firoozeh, & MUSAVI, NARGES. (2019). The Effect of Components of Social Media Marketing Activities through Brand Value on Customer Responsibility in Tourism Industry. GEOGRAPHICAL JOURNAL OF TOURISM SPACE, 8(32 ), 35-55. SID. https://sid.ir/paper/214359/en

Vancouver: Copy

Hajaliakbari Firoozeh, MUSAVI NARGES. The Effect of Components of Social Media Marketing Activities through Brand Value on Customer Responsibility in Tourism Industry. GEOGRAPHICAL JOURNAL OF TOURISM SPACE[Internet]. 2019;8(32 ):35-55. Available from: https://sid.ir/paper/214359/en

IEEE: Copy

Firoozeh Hajaliakbari, and NARGES MUSAVI, “The Effect of Components of Social Media Marketing Activities through Brand Value on Customer Responsibility in Tourism Industry,” GEOGRAPHICAL JOURNAL OF TOURISM SPACE, vol. 8, no. 32 , pp. 35–55, 2019, [Online]. Available: https://sid.ir/paper/214359/en

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