The Influence of Social Media Marketing Activities on Satisfaction with the Mediating Role of Social Identity and Perceived Value (Case Study: Adidas Brand)

The development of social media reflects people's need for interpersonal interactions. Social networking sites have created social activities in the online virtual world. This phenomenon shows that companies are using social media as an important part of their online marketing strategies. This study aimed to investigate the impact of social media marketing activities on satisfaction with the mediating role of social identity and perceived value in relation to the Adidas brand. In this research variables were evaluated by questionnaire. The questionnaire was distributed among 385 sample population of all adidas brand customers in Shiraz city. The research method was descriptive correlational. Structural equation analysis and partial least squares (PLS) method were used to answer the research questions and research hypotheses using Smart-PLS software. The results of this study indicate that social media marketing activities have positive and significant effect on social identity, perceived value and satisfaction. The results of this study also confirm the positive and significant effect of social identity on perceived value and satisfaction. The results also show that perceived value has a significant effect on satisfaction.

Social media marketing activities, social identity, perceived value, satisfaction, adidas brand