Investigating the effect of personalized advertisements of a brand in social networks on the intention to use the brand with the mediating role of brand equity components

Aylar Niknahad Gharmakher¹ Ata Tekeh²

1) Master of Business Administration-Marketing, Shams Non-Profit University, Faculty of Human Sciences, Management Department-
2) Assistant Professor, Shams Non-Profit University, Faculty of Human Sciences, Management Department-

IOI Code : XYCF-KZFAD
Publication : 2nd.International Congress on Management, Economy, Humanities and Business Development(icmba.ir)
Abstract :
    The purpose of this research is to investigate the effect of personalized advertising of a brand in social networks on the intention to use the brand with the mediating role of brand equity components. The method of this research is a descriptive survey according to its practical purpose and based on the method of data collection. The statistical population of the present study included all the clients of Eiler Nik Nihad s physiotherapy clinic in Gonbad Kavos city in a period of 4 months and an unlimited number was determined. The statistical sample of this research was selected according to the table of Karjesi and Morgan, 384 people were selected by non-probability sampling method. The research data was collected by library and field method and the instrument used was standard questionnaires. The results of the hypothesis test showed that personalized advertising has a significant effect on the special value of the advertised brand.

Keywords : personalized advertising intention to use the brand special value of the brand brand loyalty perceived quality awareness and association of the brand