investigate the effect of interaction between social media communication, brand equity and brand interaction in tourism destinations (Case study: Zanjan province)

Document Type : Original Article

Authors

1 sepah zanjan

2 گروه مهندسی صنایع ، واحد هیدج ، دانشگاه آزاد اسلامی ، هیدج ، ایران

Abstract

The purpose of this study was to investigate the effect of interaction between social media communication, brand equity and brand interaction in tourism destinations (Case study: Zanjan province). The research method is survey-descriptive. The statistical population of the study includes tourists of Zanjan province. A total of 385 of these tourists participated in the study. Non-random sampling was available. Descriptive statistics and inferential statistics of "linear regression test" using Spss20 software were used to analyze the data. Based on the results of this study, it can be said that social media communication produced by the Tourism Organization has a positive and significant effect on brand awareness and brand image. Social media communications produced by tourists have a significant impact on brand awareness and brand image. Also brand awareness on perceived quality; Brand image on perceived quality; Perceived quality has a positive and significant effect on brand loyaltysocial media communication produced by tourism organization, social media communication produced by tourists, brand awareness, brand image, perceived quality, brand loyalty

Keywords

Files

Share

How to cite

Statistics