Explaining the Structural Relationship Model between Social Network Marketing and Customers’ Behavior towards Brand Promotion in the Dairy Industry(Case Study: Kalleh Company at Social Networks)

Businesses began using social network as a way to help customers and staff communication and in order to obtain more information in the field of their interests and properties and also to provide customers with services in an attractive environment of technology.

Methosd: 

The main purpose of the present research is explain the structural relations model between social networks marketing and customer behavior toward brand promotion in the dairy industry. The present research is practical – developmental in term of purpose and it is descriptive survey in term of method. The statistical community includes kalleh company`s operators and active members in the social networks at Mazandaran province that their exact number was not announced. In this research, the sample size was calculated based on cochran formula, because of uncertainity of statistical community. Sampling method is of kind of available method, and in order to data collecting, the questionnaire, library and field method were used. Data analysis performed using an analytical predictive software spss 24 and a route modeling software application smart PLS 3.

Finding of this study showed that social media marketing antecedents include social business incentives, brand experience and perceived values of branded web which has a positive and significant effect on customer – business relationships and brand health through the mediating factors of customer brand engagement and attitude toward position. Results of study showed that customer brand engagement and their attitude toward brand position promotes the brand. The results confirm all the hypotheses of the research.