Study the Impact of Social Media-Based Brand Community Indicators on Customer-Based Brand Equity

Abstract

Given the tendency of students to use social media, they can be applied in order to create a closer communication with potential and actual customers. The aim of present investigation is to examine the effect of social media-based brand community indicators on customer-based brand equity. This research is applied in terms of purpose and descriptive-correlational in terms of method. The statistical population of the study includes the users of social media. The minimum sample size was estimated as 384 based on Cochran's formula, and finally the same number of questionnaires were collected and analyzed. In the present study, a questionnaire was used to collect the data. Reliability was examined using Cronbach's alpha coefficient, and external and content validity were also examined and confirmed according to the opinion of the supervisor and consultant and construct feasibility was also studied. Also, the obtained data has been analyzed using Smart PLS3 statistical software. The results of the software showed
that common awareness, obligation to society, and common customs have a positive and significant effect on customer-based brand equity.