Investigate the Effect of Social Media Personalization on Perceived Brand Value and Brand Loyalty with the Mediating Role of Brand Interaction and Consumer (Case Study: Snap Company)

The purpose of this study is to investigate the effect of social media personalization on perceived brand value and brand loyalty with the mediating role of brand interaction and consumer in Tehran. The research method is applied in terms of purpose and based on the data collection method, it is a descriptive survey. The statistical population of the study is all customers of SNAP in Tehran and a simple sampling method is available. Using Cochran's formula, 384 people were selected as a sample. The reliability of the questionnaire was measured by calculating Cronbach's alpha coefficient, which was 0.829. The validity of the research tool has also been investigated by confirmatory factor analysis technique. Then, the data were analyzed by structural equation modeling using Smart PLS software. The results of examining the research hypotheses indicate that Social media personalization influences brand interaction and consumer, perceived value, behavioral intent, and pricing. On the other hand, brand interaction and consumer affect perceived value, behavioral intention and pricing. Finally, social media personalization plays a role in perceived value, behavioral intent, and appropriate pricing with the mediating role of brand interaction and consumer.