Management, Vol. 4, Issue 2, Apr  2021, Pages 18-31; DOI:

Investigating the Effect of Social Media Marketing Activities on Brand Awareness

Management, Vol. 4, Issue 2, Apr  2021, Pages 18-31.


Maryam Arsalani 1 , Hamidreza Esmaeilkhoo 2 , Mohammad Taghipour 3*

1 Management, Ghiaseddin Jamshid Kashani, Non-Profit University, Qazvin, Iran

2 French Foundation for Management Education (FNEGE), Paris, France

3 Young Researchers and Elites Club, Science and Research Branch, Islamic Azad University, Tehran, Iran

Received: 27 November 2020; Accepted: 28 December 2020; Published: 29 January 2021

Full-Text HTML | Download PDF | Views 3772 | Download 2263


Pursuant to the Increasing expansion of using the Social Medias, business and marketing through mass Medias have revitalized the industries and made customers royal to themselves by using these new equipment. These Medias, indeed, are the powerful tools for organizations to achieve the target audiences. More than 4.1 billion persons in the world are related to each other through social networks. This great human potential in the social networks provides this opportunity for each company to increase its customers every day through presence and correct marketing in the social networks. The purpose of this study was to investigate the effect of marketing activities of the social Medias on the brand awareness which has been performed by modeling the structural equations and Statistical Analyses Smart PLS Software. The reliability of questionnaire has been calculated by Cronbach’s alpha test. Moreover, the AVE convergent validity of questionnaire has been also calculated. The results indicated that the Social Medias are flexible and can meet the needs and demands of customers.


Social Medias, Social Networks, Marketing, Brand, Structural Equations AHP


© 2017 by the authors. Licensee International Technology and Science Press Limited. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.


[1] Abdi, H.A.; Safarian, H.S; Yusefi, S.A.R.; Taghipour, M. Predicting Entrepreneurial Marketing through Strategic Planning (Including Case Study). Educational Administration Research Quarterly, 2019, 10(2), 127-142.

[2] Haj, A.A; Naami, A; Fathiha, F.K.; Taghipour, M. Identificaion and prioritization of effective indicators on optimal implementation of customer reiationship management in the insurance industry(including case study). Journal of Process Engineering, 2019, 5(1), 18-28.

[3] Taghipour, M.; Seraj, F.; Amir, H.M.; Farahani, K.S. Risk analysis in the management of urban construction projects from the perspective of the employer and the contractor. International Journal of organization Leadership, 2015, 4, 356-373.

[4] Rezvani, B.M.; Taghipour, M. Identification and Management of Risks in Construction Projects. American Journal of Civil Engineering, 2015, 3(5), 170-177.

[5] Alamdar, K.M.; Naami, A.; Taghipour, M. Effect of integrated marketing communication on brand value with the role of agency’s reputation (including case study). Journal of Process Engineering, 2019, 5(1), 30-44.

[6] Taghipour, M.; MehrnazB.; KhodarezaeiM.; FaridFSupply Chain Performance  Evaluation  in IN The  IT Industry. International Journal of  Recent Research and Applied Studies, 2015, 23(2), 144-156.

[7] Taghipour, M.; Vosough, A.; Kazemi, N.; Ahitabar, P. The Study of the Application of Risk Management in the Operation and Maintenance of Power Plant Projects. International Journal of Business Management, 2018, 3(3), 98-110.

[8] Taghipour, M.; Shabrang, M.; Habibi, M.H; Shamami, N. Assessment and Analysis of Risk Associated with the Implementation of Enterprise Resource Planning (ERP) Project Using FMEA Technique (Including Case-Study). Management, 2020, 3(1), 29-46.

[9] Taghipour, M.; Hoseinpour, Z.; Mahboobi, M.; Shabrang, M.; Lashkarian, T. Construction projects risk management by risk allocation approach using PMBOK standard. Journal of Applied Environmental and Biological Sciences, 2015, 5(12), 323-329.

[10] Taghipour, M.; Seraj, F.; Seraj, M. Necessity Analysis and Optimization of Implementing Projects with The Integration Approach of Risk Management and Value Engineering. Journal of Economics and Management, 2015, 5(1), 330-346.

[11] Taghipour, M.; Moghadam, A.; Moghadam, N.S.B. Implementation of Software-Efficient DES Algorithm. Advances in Networks, 2015, 3(1), 7-22.

[12] Taghipour, M.; Sharifzadeh, S.; Seraj, F. Risk assessment and analysis of the state DAM construction projects using FMEA technique. Engineering, 2015, 4(2), 195-203, Corpus ID: 110496771.

[13] Taghipour, M.; Mahboobi, M.; Gharagozlou, H. The Impact of ICT on Knowledge Sharing Obstacles in Knowledge Management Process (Including Case-Study). Iranian Journal of Information processing and Management, 2016, 31(4), 1049-1074.

[14] Taghipour, M.; Saffari, K.; Sadri, N. Assessment of the Relationship Between Knowledge Managment Implementation and Managers Skills (Case Study: Reezmoj System Company in Iran). Science Journal of Business and Management, 2016, 4, 114-120.

[15] Taghipour, M.; Nokhbefallah, M.; Nosrati, F.; Yaghoubi, J.; Nazemi, S. Evaluation of the effective variables of the value engineering in services(Qazvin post center case study). Journal of Applied Enviromental and Bilogical Science, 2015, 5(12), 319-322.

[16] Taghipour, M.; Seraj, F.; Amin, M.; Changiz, D.M. Evaluating CCPM method versus CPM in multiple petrochemical projects. Management, 2020, 3(3), 1-20.

[17] Taghipour, M.; Soofi, M.E.; Mahboobi, M.; Abdi, J. Application of Cloud Computing in System Management in Order to Control the Process. Management, 2020, 3(3), 34-55.

[18] Taghipour, M.; Ahmadi, S.J. Evalation of Tourist Attractions in Borujerd County with Emphasis on Development of New Markets by Using Topsis Model. Science Journal of Business and Management, 2015, 3(5), 175-189.

[19] Abdollahzadeh, N.; Taghipour, M. Identify and Priorize Suitable Area for Ecotourism Development using Multi-criteria Analysis for Development of the Tourism Market in Iran (Nathanz City). International Journal of Innovative Research in Science, Engineering and Technology, 2015, 4(11), 11525-11536.

[20] Mirzaie, F.; Nazari, A.; Zargham, B.H; Taghipour, M. The Relationship Between Social Bearing Capacities with Conflict as a Result, in the Perception of the Visiting Historical Sites. Journal of Investment and Management, 2015, 4(6), 403-408.

[21] Abdi, H.A.; Safarian, H.S.; Yusefi, S.A.R.; Taghipour, M. the relationship between strategic planning with entrepreneurial marketing in the saderat bank of north tehran. Journal of Process Engineering, 2018, 4(10), 34-42.

[22] Abbasi, S.; Taghipour, M. An Ant Colony Algorithm for Solving Bi-criteria Network Flow Problems in Dynamic NetworksInternational Journal in IT & Engineering, 2015, 3(5), 34-48.

[23] Khodakhah, J.L.; Kasrayee, F.; Khodakhah, J.S.; Taghipouret, M. The Analysis of Effect Colour Psychology on Environmental Graphic in Childeren Ward at Medical Centers. Psychology and Behavioral Sciences, 2016, 5(2), 51-61.

[24] Taghipour, M.; Barzegar, P.; Mahboobi, M.; Mohammadi, S. Investigating the Relationship between Competitive Strategies and Corporates Performance (Case Study: Parsian Banks of Tehran). Management, 2020, 3(4), 13-28.

[25] Taghipour, M.; Ganji, F.; Zolfagharijoo, A.; Lotfi, A.; Torabi, F. The identification and prioritization of effective indices on optimal implementation of customer relationship management using TOPSIS, AHP methods (Case study: Pasargad bank). Management, 2020, 3(4), 43-60.

[26] Taghipour, M.; Azarian, R. The Impact of Extensive Quality Management on Human Relations (Case Study: Education). International Journal of Current Science and Engineering, 2020, 2(7), 341-347.

[27] Taghvaee, Y.M.; Taghipour, M; Abdi, J.; Habibi, M.A. The Impact of Intellectual Capital on Organizational Entrepreneurship (Case Study: Mazandaran Science and Technology Park). Journal of Modern Thoughts in Education, 2020, 15(3), 44-58.

[28] Azarian, R.; Taghipour, M. The Impact of Implementing Inclusive Quality Management on Organizational Trust (Case Study: Education). Journal of Multidisciplinary Engineering Science Studies, 2020, 6(7), 3376-3383.

[29] Azarian, R.; Gholamreza, T.F.G.; Habibi, M.A.; Taghipour, M. The Effect of Implementing Total Quality Management on Job Satisfaction (Including Case-Study). Management, 2020, 3(5), 1-15.

[30] Ghadamzan, J.A.; Habibi, M.H.; Taghipour, M; Fathi, V.K.; Moshtaghi, S. Explain the Relationship Between Intellectual Capital, Organizational Learning and Employee Performance of Parsian Bank Branches in Gilan province. Educational Administration Research Quarterly, 2020, 10(2), 127-142.

[31] HabibiM.A.; Aghazadeh, M.; FooladiT.Y.; Taghipour, M. Using Business Intelligence to Provide a Model for Smartening the Management of Iranian Chain Stores. Management20204(1), 37-55.

[32] HabibiM.A.Fooladi, T.Y.; Savarrakhsh, M.; Taghipour, M. Designing a smart model for managing Iranian chain stores based on business intelligence (case study of proma chain store). Management, 20204(1), 1-18.

[33] HabibiM.A.; Taghipour, M; Asadifard, E. The Relationship Between Social Responsibility And Brand Of Companies Listed On The Tehran Stock Exchange. Journal of Economics and Administrative Science, 2020, 3(1), 15-20.

Related Articles