Presenting a structural model of the perceived value of social media as influenced by social media self-efficacy and customers' attitude towards the brand

Document Type : Original Article

Authors
Mohammad taleghani 1
Seyyed majid mohammadnezhad 2
Ali Eyni Delijani 3
1 Department of Industrial Management, Ra.C., Islamic Azad University, Rasht, Iran
2 Master of Business Administration, Non-Governmental - Non-Profit Higher Education Institution of Rahbord-e- Shomal
3 Department of Business Management, Ra.C., Islamic Azad University, Rasht, Iran
10.22034/jgdsm.2025.531819.1020
Abstract
The present study was conducted with the aim of presenting a structural model of the perceived value of social media as affected by social media self-efficacy and customers' attitude towards the brand. The research type is applied in terms of purpose and descriptive-survey in terms of data collection method. The statistical population of the study consisted of customers of the online store Digikala in Rasht city. 384 people were selected as statistical samples based on the Cochran formula and convenience sampling method and responded to the research questionnaires. The validity of the questionnaires was confirmed based on confirmatory factor analysis. The reliability of the questionnaires was calculated and confirmed using the Cronbach's alpha coefficient method. Data analysis was performed at two levels of descriptive and inferential statistics, including structural equation modeling, using the SmartPLS statistical software. The results showed that brand attitude has a significant effect on perceived self-efficacy with a path coefficient of (0.302). Perceived self-efficacy has a significant effect on perceived value with a path coefficient of (0.372). Brand attitude has a significant effect on perceived value with a path coefficient of (0.379). Social media self-efficacy plays a mediating role in the impact of customers' brand attitude on perceived value of social media.
Keywords
Perceived value of social media
social media self-efficacy
brand attitude

  • Receive Date 13 February 2025
  • Revise Date 04 March 2025
  • Accept Date 11 March 2025
  • First Publish Date 20 March 2025
  • Publish Date 20 March 2025