Designing and Developing a Model of the Impact of Social Networks on Brand Equity in Smart Transportation (SNAPP)

Social networking offers new tools for marketers - marketing, marketing communication techniques, and new approaches for preservation and attractionof Customers. The purpose of this study was to design and develop a model of the impact of social networks on brand equity in the smart transport industry (Case Study: Snapp). The methodology of this research is applied-exploratory and qualitative and quantitative. In the qualitative section, the necessary data were collected through the field theory analysis. Then, the model components were designed based on the electronic questionnaire and the systematic model. Finally, the final questionnaire was distributed among 384 followers of the Snapchat smart transport Instagram page. In the qualitative dimension, variables such as improvement of brand awareness, marketing, perceived quality, service benefits, customer attention, support, root defects, application defects, social responsibility, brand association, customer loyalty to the brand and recommendation to others were defined. Structural equation modeling was used to test the model in the quantitative dimension.