Abstract

Nowadays, the growing importance of marketing activities in social media (SM) has attracted a lot of attention in researches and industries around the world. Many companies consider flow theory important to strengthen their customer relationships in the online environment. Flow Theory experience can predict satisfactory outcomes for online interactions between consumers and companies. This study examines the moderating role of flow theory on the relationship between marketing activities and customer responses. A total of 384 customers who experienced online shopping from “DigiKala,” one of the most pioneer online retailers in Iran, answered the survey. Data collection was done through the questionnaires, and structural equation modeling was used to analyze the data of this study. The results showed that marketing activities in social media have a significant positive effect on brand equity and customer response. Also, flow theory moderates the impact of marketing activities on social media, brand equity, and customer response, significantly. Finally, brand equity affects customer responses in the present research.

摘要

如今，营销活动在社交媒体 (SM) 中的重要性日益提高，引起了全球研究和行业的广泛关注。许多公司认为流量理论对于加强在线环境中的客户关系很重要。Flow Theory 经验可以预测消费者和公司之间在线互动的令人满意的结果。本研究检验了流量理论对营销活动与客户反应之间关系的调节作用。共有 384 名体验过“DigiKala”（伊朗最先进的在线零售商之一）在线购物的客户回答了调查。通过问卷调查完成数据收集，并使用结构方程模型分析本研究的数据。结果表明，社交媒体中的营销活动对品牌资产和客户反应有显着的正向影响。此外，流量理论显着缓和了营销活动对社交媒体、品牌资产和客户反应的影响。最后，品牌资产影响本研究中的客户反应。