Investigating the effect of social media on brand equity through the mediation of brand attachment strength dimensions
Study case: Jami Private University in Herat Province
DOI:
https://doi.org/10.61438/jsrqj.v7i2.3.6Keywords:
Social media, brand equity, brand attachment strengthAbstract
Brand attachment poses a significant challenge for marketing managers as they strive to establish and sustain a strong and enduring connection with the distinct value embodied by a brand. The objective of this study was to explore the impact of social media on brand equity, while considering the mediating role of brand attachment dimensions at Jami Private University in Herat province. The research approach employed herein is practical in nature, with a descriptive and survey-based execution method. The target population encompasses all students from various disciplines at Herat Jami University, yielding an estimated population size of approximately 5971 individuals. A stratified random sampling technique was adopted for this study. Cochran's formula was employed to determine the sample size, resulting in a measurement of 360 students. Data collection employed a questionnaire developed by Denis et al. Subsequently, all proposed hypotheses were tested and analyzed through structural equation modeling techniques utilizing SmartPLS software. The findings indicate a positive and significant influence of social media on the distinctive value of the brand, mediated by the brand attachment dimensions at Jami Private University in Herat province.
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