The Impact of Social Media on Brand Equity with the Mediating Role of Brand Attachment Dimensions
A Case Study at Jami Private University in Herat Province
DOI:
https://doi.org/10.61438/bsrqj.v1i1.55Keywords:
Social media, Brand equity, Brand attachment, MarketingAbstract
Brand attachment is one of the challenges faced by marketing managers in creating and maintaining a strong and enduring bond with brand equity. This research aims to investigate the impact of social media on brand equity with the mediating role of brand attachment dimensions at Jami Private University in Herat province. The present study is applied in terms of objective and descriptive and exploratory in terms of method. The statistical population includes all students of all disciplines at Jami University in Herat, who were estimated to be approximately 5971 based on the initial estimation of the population size. The sampling method in this study is stratified random sampling. Considering the size of the statistical population, which was 5971, and by applying this number in the Cochran formula, a sample of 360 students was selected for measurement. The data was collected using the questionnaire tool developed by Dennis and colleagues. Then, all the proposed hypotheses were tested and analyzed using the structural equation modeling technique and the Smart PLS software. Finally, the results showed that social media has a positive and significant impact on brand equity with the mediating role of brand attachment dimensions at Jami Private University in Herat province.
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