Investigating the Impact of Improving Brand Relationship Performance through Customer Engagement and Value Creation in Social Media

Today, many brands when investing enormously make great efforts to build a stronger relationship with their customers in the online community. Often, these communities start with social media where customers ask about their experiences and questions about the brand. The purpose of this study is to investigate the impact of improving brand relationship performance through customer engagement and value creation on social media. The purpose of this study is practical and in terms of data collection method is a field research. The research method for the research design is also post-event. The statistical population of this study was 384 customers of the online shop of Citizen of Bihaghi Branch. Structural equation modeling method was used to analyze the data. The results showed that a higher level of customer engagement leads to greater performance value. A higher level of customer engagement also results in a greater emotional value. However, a higher level of customer engagement is positively related to the perception (perception) of greater communication value. Higher levels of customer engagement are also positively related to perceiving greater compatibility value. But performance value did not have a positive effect on brand relationship performance. Also, emotional value did not have a positive effect on brand relationship performance. Then the relational value will have a positive impact on the performance of the brand relationship. Adaptation value will also have a positive impact on brand relationship performance.