Investigation of the social network marketing influence on consumer behavior with the mediating role of brand value (a case study for iPhone market)

The purpose of this research is to investigate the influence of social network marketing on consumer behavior with the mediating role of brand value in the iPhone market. The current research is a descriptive survey in terms of practical purpose and in terms of the data collection method. The target population includes digital channels of the famous iPhone brand store (followers of Amazon website pages and famous sellers of the iPhone brand), whose number is unlimited. 384 people were selected in 2022 by Cochran’s formula and the questionnaire was distributed among them in a simple random manner. Cronbach’s alpha coefficient was used to determine the validity of the questionnaire using the method of content validity and reliability of the questionnaire, and finally, the coefficients showed that the data collection tool has high reliability. In order to check the validity of the questionnaire, confirmatory factor analysis was used and in order to check the research hypotheses, structural equation modeling (SEM) was used with the help of SmartPLS 3 software, and all the research hypotheses were confirmed. Suggestions and solutions for improving and promoting social network marketing and consumer behavior in the iPhone market have been presented.