Impact of social media marketing activities on brand value with respect to the mediating role played by consumer perception (Case Study: Auto Parts Supply Companies of Kermanshah Province)

The present study deals with the impact of social media marketing activities on special value with the mediating role of consumer perception. The research method used for this study in terms of purpose, is survey and applied. The data collection tool is a combination of standard questionnaire and Likert Scale measurement tool. To explain theoretical foundations and research framework, available books, foreign and Persian articles and graduation theses, have been used. The number the statistical population consists of 379 employees of auto parts supply companies in Kermanshah province. Using Cochran Formula, 191 samples were obtained and randomly selected from the statistical population members. Content validity and Cronbach's Apha coefficient were used for testing validity and reliability, and in order to test the research hypotheses, first and second type confirmatory factor analysis, Kolmogorov-Smirnov test and structural equation modeling, were used. To analyze the attributes of social media marketing, we also used hierarchical ranking. The results of testing of the research hypotheses show that social media marketing activities have a positive and meaningful effect on special brand value through consumer perception