priya poornamdar

The purpose of this research is to identify and determine the effects of social media and impersonal communication on customer value with the mediating role of brand value in Digikala online store. The statistical population of the present study included all the customers of the Digikala store in Tehran, and due to the unlimited statistical population, the number of 384 people was selected in a non-probabilistic way. In order to measure the research variables, Fitcher et al.'s (2020) and Lasud et al.'s (2015) standard questionnaire was used, the content validity of the questionnaire was confirmed by the supervisor, and the reliability of the questionnaire was 0.822 using Cronbach's alpha coefficient method for all questions. It came and was approved. In order to analyze the research hypotheses, the structural model method was used with the help of smart pls software. The results showed that social media has an effect on customer value with the mediating role of brand value in the Digikala online store. Also, impersonal communication has an effect on customer value with the mediating role of brand value in the Digikala online store.