The Effect of Social Media Marketing on Consumer Behavior; Investigating the Role of Brand Equity, Brand Relationship Quality and Attitude towards Brand

This research aims to investigate the effect of social media marketing on consumer behavior by means of brand equity, brand relationship quality and attitude towards brand among the customers of online shops in Tehran who have followed the social media of those online shops. In terms of research objectives; this research is an applied research and in terms of research strategies is a quantitative and survey- descriptive study. The sampling method of this study is random sampling and the data required to test the hypotheses were gathered by questionnaire. Finally, 391 questionnaires were gathered to analyze. The hypotheses of this research are analyzed and tested by using of structural equation modeling. The results show that the effect of social media marketing activities on brand equity and brand relationship quality are positive and significant. On the other hand, brand equity and brand relationship quality have positive and significant effect on brand attitude and consequently, on consumer behavior.