Investigation Relationship between Social Media Marketing and Electronic Word of Mouth with the Mediator Role of Brand Awareness and Brand Image (Case Study: Sportswear Customers)

The purpose of this reserch is to Investigate the relationship between social media marketing and electronic word of mouth with the mediator role of brand awareness and brand image in sportswear Customers. The statistical society of this research is sportswear customers. In order to collect data, 500 spreadsheets were distributed randomly among the sportwear customers and 455 questionnaires were analyzed. The relationship between variables was investigated through structural equation modeling with AMOS software. The results indicated that the social media marketing has a positive impact on brand awareness and image; the positive impact of social media marketing has also been confirmed on electronic word of mouth. Moreover brand awareness has  positive relationship with brand image. brand image has  positive mediating role in the relationship between social marketing and electronic word of mouth.