Social media marketing strategy and brand equity of Iranian rubber products: explaining the role of corporate capabilities and customers value co-creation

In today's era, the advancement of information technologies, and especially social media marketing in various industries and especially in the rubber industry, can affect the value creation and capabilities of companies. This issue reveals the need to use these variables for the success of companies, and consequently to improve the brand equity more and more. Based on this, the purpose of this research is to investigate the effect of social media marketing on the brand equity of Iranian rubber products, considering the role of corporate capabilities and value co-creation of value. According to the purpose, the research method is practical, and in terms of data collection, it is descriptive, correlational, and based on the structural equation model. The statistical population of the research is made up of all consumers of Barez rubber in Kerman city. The statistical sample of the research is 384 consumers. The sampling method is random sampling, and the research tool is four questionnaires whose validity and reliability were confirmed, and finally 356 questionnaires were used for data analysis. The results of the research show that corporate capabilities and value co-creation play a mediating role in the relationship between social media marketing and the brand equity of Iranian rubber products. Also, the use of social media marketing has an impact on corporate capabilities, value co-creation and brand equity, and corporate capabilities and value co-creation affect brand equity.