نوع مقاله : مقاله پژوهشی
نویسندگان
1 مدیریت،دانشکده مدیریت،دانشگاه آزاد اسلامی زنجان،زنجان-ایران
2 مدیریت بازاریابی، دانشکده مدیریت، دانشگاه آزاد اسلامی زنجان،زنجان-ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
The overall objective of this research is to investigate The Effect of Components of Social Media Marketing Activities Through Brand equity on Customer Response in tourism Industry. This research, in terms of purpose, is an applied research and is a descriptive-analytical method of causal type in a survey method. The statistical population of this research is tourists who visit Zanjan province. Due to lack of access to accurate information about statistical population, An unlimited society is considered and the sample size was 384. The sampling method in this research is simple random sampling. In this study, standard questionnaires were used by Seo and park (2018). The validity of it was based on face validity and KMO method more than (0.5) and its reliability was confirmed by Cronbach's alpha (0.965), and gathered data. Descriptive statistics were used to analyze the data using SPSS software. First, for normal variables, the results of which were calculated using the Kolmogorov-Smirnov method, each of the data was normal. With 95% accuracy, the results showed social media marketing activities has positive effect on brand equity (brand awareness and brand image) although social media marketing activities has positive effect on costumer response ( E-WOM and loyalty) through brand equity. At the end, according to the results of the research, practical proposals are presented.
کلیدواژهها [English]