Processing applications
Azadeh Darvish; Fereshteh Lotfizadeh; Kambiz Heidarzadeh; Rahim Mohtaram
Abstract
This paper explores the intricate mechanisms underlying knowledge transfer in Electronic word-of-mouth (eWOM) campaigns and their far-reaching implications for brand equity in the digital era. The aim is to interpret how eWOM channels facilitate the strategies that can optimize knowledge transfer in ...
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This paper explores the intricate mechanisms underlying knowledge transfer in Electronic word-of-mouth (eWOM) campaigns and their far-reaching implications for brand equity in the digital era. The aim is to interpret how eWOM channels facilitate the strategies that can optimize knowledge transfer in eWOM campaigns to the benefit of brand equity. Through an extensive review of the existing literature and expert interview analysis, 187 codes were identified. Using 410 Likert questionnaires, the quantitative method was employed to test the proposed model. Exploratory factor analysis and PCA (Principal Component Analysis) method were used by SPSS software. By AMOS software, first and second-order confirmatory factor analyses were conducted to ensure a consistent factor structure between the items and structures. CR criterion was used to assess reliability. The AVE, GOF, TLI, CFI, NFI, and RFI indices were also used to evaluate the model. Understanding the underlying mechanisms of knowledge transfer in eWOM campaigns is essential for brand managers and marketers seeking to bolster brand equity in the digital landscape. Leveraging these mechanisms effectively can enhance brand reputation, customer loyalty, and overall business success. This research emphasizes the critical importance of eWOM strategies as a key driver of brand equity in the contemporary marketing landscape.
Fatemeh Farahmand
Abstract
Purpose: The purpose of this study is to create Brand equity by using social media marketing and the structural equation method. The target society is the users of Telegram and Instagram networks of Samsung mobile phones.Method: In this research, an unlimited sampling method has been used to collect ...
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Purpose: The purpose of this study is to create Brand equity by using social media marketing and the structural equation method. The target society is the users of Telegram and Instagram networks of Samsung mobile phones.Method: In this research, an unlimited sampling method has been used to collect data from social network questionnaires and Brand equity. Electronic questionnaires were designed to facilitate data collection and access to social network users. After collecting data, the data were analyzed by using LISREL9 and SPSS23 software.Findings: Based on the results of the research, the dimensions of social networks affect Brand equity. Entertainment, interaction, personalization, and word-of-mouth marketing (WOMM) in this study had a direct and significant effect on Brand equity. According to the rankings, in social media marketing, the brand association has the highest rank.Conclusion: In light of the findings obtained from the study, it could be said that businesses can increase their brand value perception with planned and well-defined social media marketing strategies. With social media marketing, businesses can gain significant advantages in many areas such as brand loyalty, reduced advertising expenses, increased profitability, access to a large consumer audience, and altered brand attitudes toward purchasing behavior.