Investigating The Effect Of Digital Marketing On Attracting Customers Using Brand Mediation(A Case Study Of Tehran University Students)

The present study seeks to investigate every aspect of digital marketing and its effect on customer attraction regarding brand image. This research is an applied research which is done through descriptive method of the type of survey and correlation. The statistical population of this study included participants of training courses at the Technical University of Tehran from April 2018 to November 2018, whose number were reported 420 people. Sample size was determined based on Q formulla. So 218 persons were selected using simple random sampling. The researcher-made questionnaire was used for data collection. Its validity was calculated by determining CVR index for all of the items and its reliability was confirmed by Cronbach's alpha. The collected data were analyzed in two sections: descriptive and inferential statistics. To test the hypotheses, structural equation modeling and AMOS software were used. Findings from the analysis of eight hypotheses of this study indicate that social media marketing, content marketing, site and SEO marketing, word of mouth marketing and brand image have a positive and significant effect on customer attraction. The findings also showed that digital marketing has a significant effect on the attraction of customers through the mediating role of brand image.