TITLE:
A Survey of the Effect of Social Media Marketing on Online Shopping of Customers by Mediating Variables
AUTHORS:
Alireza Mohammadpour, Taher Roshandel Arbatani, Tahmoures Hassan Gholipour, Fereshteh Farzianpour, Shadi Hosseini
KEYWORDS:
Brand Capital, E-Shopping Behavior, Relational Capital, Social Media Marketing, Value Capital
JOURNAL NAME:
Journal of Service Science and Management,
Vol.7 No.5,
October
31,
2014
ABSTRACT: The
present study aimed to evaluate the effect of social media marketing on online
shopping of customers based on mediating role of value capital, relational
capital and brand capital by path analysis method. 169 students of Tehran
University were included in this study. They filled out the questionnaires of
social media marketing, value capital, relational capital, brand capital and e-shopping
of customers. The results of path analysis showed that social media marketing
had positive and significant impact on value capital, relational capital and
brand capital. The direct effect of relational capital on value capital and
brand capital was direct, positive and significant. Three variables of value
capital, relational capital and brand capital had a direct and positive and
significant effect on e-shopping of customers. Social media marketing had
indirectly positive and significant impact on e-shopping of customers via value
capital, relational capital and brand capital. Relational capital by value and
brand capital had indirect, positive and significant impact on e-shopping of
customers. Generally, the results of the present study supported mediating role
value capital, relational capital and brand capital variables in relationship
between social media and e-shopping of customers.