Investigate the Effect of Social Media Personalization on Perceived Brand Value and Brand Loyalty with the Mediating Role of Brand Interaction and Consumer (Case Study: Snap Company)

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Hosseeinzadeh Shirzeily Mariya; asayesh farzad; Ghorbaniyan Mohammad Reza

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Journal Paper

Paper Information

Journal: JOURNAL OF MARKETING MANAGEMENT Year:2022 | Volume:16 | Issue:53 Page(s): 109-126

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Information Journal Paper

Title

Investigate the Effect of Social Media Personalization on Perceived Brand Value and Brand Loyalty with the Mediating Role of Brand Interaction and Consumer (Case Study: Snap Company)

Author(s)

Hosseeinzadeh Shirzeily Mariya | asayesh farzad | Ghorbaniyan Mohammad Reza | Issue Writer Certificate

Keywords

Social media personalizationQ1

Brand Perceived ValueQ1

Brand loyaltyQ1

Brand Interaction and ConsumerQ1

Abstract

The purpose of this study is to investigate the effect of Social media personalization on perceived brand value and Brand loyalty with the mediating role of Brand Interaction and Consumer in Tehran. The research method is applied in terms of purpose and based on the data collection method, it is a descriptive survey. The statistical population of the study is all customers of SNAP in Tehran and a simple sampling method is available. Using Cochran's formula, 384 people were selected as a sample. The reliability of the questionnaire was measured by calculating Cronbach's alpha coefficient, which was 0. 829. The validity of the research tool has also been investigated by confirmatory factor analysis technique. Then, the data were analyzed by structural equation modeling using Smart PLS software. The results of examining the research hypotheses indicate that Social media personalization influences Brand Interaction and Consumer, perceived value, behavioral intent, and pricing. On the other hand, Brand Interaction and Consumer affect perceived value, behavioral intention and pricing. Finally, Social media personalization plays a role in perceived value, behavioral intent, and appropriate pricing with the mediating role of Brand Interaction and Consumer.

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APA: Copy

Hosseeinzadeh Shirzeily, Mariya, asayesh, farzad, & Ghorbaniyan, Mohammad Reza. (2022). Investigate the Effect of Social Media Personalization on Perceived Brand Value and Brand Loyalty with the Mediating Role of Brand Interaction and Consumer (Case Study: Snap Company). JOURNAL OF MARKETING MANAGEMENT, 16(53 ), 109-126. SID. https://sid.ir/paper/410230/en

Vancouver: Copy

Hosseeinzadeh Shirzeily Mariya, asayesh farzad, Ghorbaniyan Mohammad Reza. Investigate the Effect of Social Media Personalization on Perceived Brand Value and Brand Loyalty with the Mediating Role of Brand Interaction and Consumer (Case Study: Snap Company). JOURNAL OF MARKETING MANAGEMENT[Internet]. 2022;16(53 ):109-126. Available from: https://sid.ir/paper/410230/en

IEEE: Copy

Mariya Hosseeinzadeh Shirzeily, farzad asayesh, and Mohammad Reza Ghorbaniyan, “Investigate the Effect of Social Media Personalization on Perceived Brand Value and Brand Loyalty with the Mediating Role of Brand Interaction and Consumer (Case Study: Snap Company),” JOURNAL OF MARKETING MANAGEMENT, vol. 16, no. 53 , pp. 109–126, 2022, [Online]. Available: https://sid.ir/paper/410230/en

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