Influence of luxury brands social media marketing on brand equity and customer behavior

This article investigates the role of demographic variables in luxury brands social media marketing. Thestatistical population of this research is the entire audience of advertising messages for brands: Hacoupian, Noninleather, Shafaghi carpet and prestige watches on social networks. The number of statistical societies is consideredunlimited and number of sample is 384. The marketing of luxury goods in social networks has a positive andsignificant relationship with the brand-specific brand value of customers. The correlation coefficient between the twovariables is 0.57. The significant relationship between these two variables (13.71) (more than 1.96) indicates that thisrelationship is significant. marketing of luxury goods in social networks has a positive and significant relationship withcustomer behavior. The correlation coefficient between the two variables is 0.34. The significant correlation betweenthese two variables (8.17) (more than 1.96) indicates that this relationship is significant. brand equity has a role ofintermediary variable in the relationship between the marketing of luxury goods in social networks and customerbehavior, and the indirect effect of marketing luxury goods in networks Social behavior on customers behavior throughthe median of brand equity is 0.285.

کلیدواژه ها:

Brand equity ، Customer behavior ، luxury brand ، social media ، marketing