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

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DEHDASHTI SHAHROKH ZOHREH; Naeli MARYAM

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Journal: Management Research in Iran Year:2020 | Volume:24 | Issue:1 Page(s): 33-57

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Information Journal Paper

Title

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

Author(s)

DEHDASHTI SHAHROKH ZOHREH | Naeli MARYAM | Issue Writer Certificate

Keywords

Customer EquityQ1

Attitudinal EquityQ1

Brand ExperienceQ1

Luxury BrandsQ1

Social Meda Marketing ActivitiesQ1

Abstract

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.

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APA: Copy

DEHDASHTI SHAHROKH, ZOHREH, & Naeli, MARYAM. (2020). The Impact of Social Media Marketing Activities and On Customer Equity of Luxury Brands A Study of Dorsa Brand. MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES), 24(1 ), 33-57. SID. https://sid.ir/paper/386230/en

Vancouver: Copy

DEHDASHTI SHAHROKH ZOHREH, Naeli MARYAM. The Impact of Social Media Marketing Activities and On Customer Equity of Luxury Brands A Study of Dorsa Brand. MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES)[Internet]. 2020;24(1 ):33-57. Available from: https://sid.ir/paper/386230/en

IEEE: Copy

ZOHREH DEHDASHTI SHAHROKH, and MARYAM Naeli, “The Impact of Social Media Marketing Activities and On Customer Equity of Luxury Brands A Study of Dorsa Brand,” MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES), vol. 24, no. 1 , pp. 33–57, 2020, [Online]. Available: https://sid.ir/paper/386230/en

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