The Role of Social Networks as a Medium to Build Brand Equity

Document Type : Research Paper

Authors

1 Ph.D. Student of Media Management, Islamic Azad University, Science and Research Branch of Tehran, Iran

2 Professor of Communication Science, Islamic Azad University, Science and Research Branch of Tehran, Iran.

3 Member of the faculty of media management, Islamic Azad University, Science and Research Branch of Tehran, Iran

Abstract

The purpose of this paper is to examine the role of virtual social networks based on brand equity is, to determine the social network of the beehive raised by Smith, who has seven components: identity, presence, sharing, standing, group relations and to review and discuss brand equity model of Aaker's brand equity is used. This research led to a structured model was based on the above theory, that our understanding of the relationship between the use of virtual social networks and increase brand equity. Data were collected in three ways: structured interviews, direct observation and questionnaires carried out several social networks. Combined research methods (qualitative / quantitative) were selected for the study. The population of this study included members of the social network Facebook, which actively react to the Nike brand. And random cluster sampling available with a choice of several behalf of the representatives of the brand and distribute a questionnaire with 33 questions was conducted among 384 of our customers. For data analysis and hypothesis testing research version of the software SPSS, LISREL and SMARTPLS tests using structural equation modeling (SEM) and confirmatory factor analysis (CFA) was used. The results show the influence of variables "identity", "share", "Fame", "relationships", "dialogue" and "Group" on brand equity. It should be noted that the variable "presence" had no significant effect on brand equity.

Keywords