Investigation on the Relationship Between Social Media Marketing and Customer Commitment with the Mediator Role of Brand Value (Case Study: Women Buying Clothes Online)

Today, one of the best ways For a business company to reduce its costs is the tendency toward marketing through social media, especially social networks. Despite the fact that this area is very popular in comparison with commercial marketing, it is very much considered to be due to the pervasiveness and accessibility of today's society. The purpose of this research is to Investigate the relationship between social media marketing and customer commitment with the mediator role of brand value. Data collection is based on a Sample of 390 women dressed in Internet shopping. The relationship between variables was investigated through structural equation modeling with AMOS software. The results indicate that social media marketing has a positive impact on the brand value dimensions; the positive impact of brand value has also been confirmed on customer commitment. Brand equity also has a positive mediating role in the relationship social media marketing  and customer commitment.