Investigating The Effect of Social Media Activities Components On Willingness to Pay Premium Price between Students of Gorgan city

Document Type : Research Paper

Authors

1 Assistant Professor, Entrepreneurship Research Group, Strategic Studies of Cooperation, Development and Social Welfare Institute, Golestan University, Gorgan, Iran.

2 Department of Business Management, Shargh-e Golstan Institute of Higher education, Gonbad-e Kavous City, Golestan Province

3 Assistant Professor, Department of management, Faculty of Management and Accounting, Shargh Golestan Higher Education Institute, Gonbad-e-Kavous, Iran

4 MA Student of Business administration, Faculty of Management and Accounting, Shargh Golestan Higher Education Institute, Gonbad-e-Kavous, Ira

Abstract

 social media provide us with the possibility to communicate quickly and efficiently. For this reason, both small and large businesses look to social media as an essential channel for marketing. Social media marketing or social network marketing is a part of digital marketing that uses content creation in social networks to achieve marketing and branding goals of businesses. The present study was conducted with the aim of investigating The Effect of Social Media Activities Components On Willingness to Pay Premium Price With Mediating Role Of Brand Awareness, Brand Image and Brand Loyalty In Students of Gorgan city. The current research is practical in terms of its purpose and it is a survey type in terms of descriptive method. The statistical population of this research is all the students of Gorgan State University in the number of 5000 people and the sample size is 357 people based on the table of Karjesi and Morgan. The data collection tool was a questionnaire, which was extracted from factor load, Cronbach's alpha, composite reliability and variance indices to check the reliability of the questionnaire, and two methods of convergent and divergent validity were used to check the validity of the questionnaire. Analysis of the research data was done at the descriptive level using SPSS statistical software and at the inferential level using the statistical technique of structural equation modeling with the help of SmartPLS software. There are a total of 15 research hypotheses.

Keywords

Innovation EconomicEcosystem Studies
Volume 2, Issue 4
December 2022
Pages 45-66

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