The impact of social networks marketing communication on brand equity, relationship equity and customer responses

The purpose of this study was to investigate the effect of social network marketing communication on brand equity, relationship equity and customer responses. The dimensions of social network marketing communications were entertainment, interaction, being up-to-date, customization, and word of mouth. Brand awareness and brand image were considered as two main dimensions of brand equity. Brand preferences, higher willingness to pay, and brand loyalty were considered as the main dimensions of customer responses. Content validity was used to measure the validity of the questionnaire and for its reliability Cronbach's alpha was used, which was 0.89. The statistical population of the research is the users of the Dorsa Leather Instagram Social Network. Due to the high volume of the statistical population, a simple random sampling method with a sample size of 300 individuals was used. The collected data were analyzed in two levels of descriptive and inferential statistics. Structural equations modeling was used to investigate the research hypothesis and to test the model. According to the results of this research, marketing managers can be suggested to use the predicted mechanisms in social network marketing communications as well as to engage their brand activities in social networks (including the Instagram). Customer responses to this Observing activities and using these mechanisms, customer loyalty will strengthen their brand and receive responses from customers to increase brand satisfaction.