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.
Highlights
Today, e-commerce is one of the important issues in business
The other important factor of this study is the evaluation of mediating role of value capital, relational capital and brand capital and this is less emphasized in any study
The results showed that correlation coefficient of intention to e-shopping had significant association with social media marketing (r = 0.39), value capital (r = 0.48), relational capital (r = 0.50) and brand capital (r = 0.49) at the level P < 0.01 and the relation is positive
Summary
E-commerce is one of the important issues in business. E-commerce improves communication and open economy at national and international level, changing business method and changing traditional markets to its new forms. Social media marketing is a new phenomenon playing important role in products or services marketing of companies and it improves the tendency of customers to purchase [9] [10]. Social media are those available and they lead to communication development. The main question of the present study is whether value capital, relational capital and brand capital play a mediating role in relationship between social media marketing and customers’ decision to use e-shopping?
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