The relationship between brand loyalty and advertising Electronic Word of Mouth Marketing on Social Networks

Document Type : Research Paper

Authors

Abstract

 
Social networks as the new popular form and widely used communities, especially among Iranian users is a chance for exchanging ideas, interests and Personal preferences with friends. and it provides the possibility to access the largest number of customers (potential or actual) for all users,  the owners of the Brands and social network members participate in electronic word of mouth more actively and have more effective role to make an informed choice by themselves and others, without needing the place. The purpose of this study was to find a logical relationship between brand loyalty on the one hand and participation in electronic word of mouth on social networks and self-identification through brands (Adidas in present study) on the other hand. Also the model of this study explains this process. The results showed a significant positive correlation between brand loyalty and participation in electronic word of mouth on social networks and brand identification through there.

Keywords

References

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