The Effect of Social Media Marketing on Electronic Word-of-Mouth: The Mediating Roles of Brand Experience and Brand Identity — Evidence from Kaleh Brand Consumers

Document Type : Original Article

Author
Ali Abedi
Master's Degree, Department of Business Management, Sari Branch, Islamic Azad University, Sari, Iran.
10.22034/jmek.2026.603706.1214
Abstract
This study aims to examine the effect of social media marketing on electronic word-of-mouth (eWOM) by explaining the mediating roles of brand experience and brand identity in the dairy industry, with a specific emphasis on the Kalleh brand consumers. In terms of purpose, this research is applied, and regarding data collection, it is a descriptive-survey study. The statistical population comprised all Kalleh brand consumers, which was considered unlimited due to its broad size. Using Cochran’s formula for unlimited populations, 385 respondents were selected via convenience sampling. Data were collected using a standard questionnaire. Content validity was confirmed by marketing experts, and reliability was assessed using Cronbach’s alpha coefficient (overall alpha = 0.916). The collected data were analyzed using structural equation modeling via SPSS and SmartPLS 3 software. The findings revealed that social media marketing has a positive and significant effect on eWOM, brand experience, and brand identity. Moreover, brand experience and brand identity have positive and significant effects on electronic word-of-mouth. Furthermore, the results indicated that both brand experience and brand identity play a partial mediating role in the relationship between social media marketing and eWOM for the Kalleh brand. It can be concluded that social media marketing activities can effectively strengthen electronic word-of-mouth when they operate through creating a favorable brand experience and reinforcing brand identity in consumers’ minds.
Keywords
Social Media Marketing
Electronic Word-of-Mouth
Brand Experience
Brand Identity
Kalleh Brand.
Subjects
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  • Receive Date 09 May 2026
  • Revise Date 18 August 2026
  • Accept Date 04 September 2026