Management, Vol. 4, Issue 2, Apr  2021, Pages 18-31; DOI: https://doi.org/10.31058/j.mana.2021.42002 https://doi.org/10.31058/j.mana.2021.42002

Investigating the Effect of Social Media Marketing Activities on Brand Awareness

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

DOI: https://doi.org/10.31058/j.mana.2021.42002

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

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Abstract

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.

Keywords

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

Copyright

© 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.

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