Analyzing the Role of Users’ Social Identity in Reaction towards Brand Implying on the Role of Social Networks (Case of Higher Education Students in University of Tehran)

Objective
Based on statistics and predictions, it has been determined that by 2025, the number of social network users will reach 4.4 billion people. The average duration of users' use of social networks is about 144 minutes per day. This trend, which has caused a change in consumer behavior due to the potential of social media to attract users, is well-known by marketers. The importance of examining social networks doubles as a tool that people in different groups or demographics, whether consciously or unconsciously, are involved in for many hours of the day; because people's social identity is formed by the norms of these groups, and based on their social identity, people decide to engage in different social networks and rely on this social identity to determine their usage of social networks, and finally, according to consumer behavior, people's reactions to brands are formed. It is worth mentioning that so far, few studies have examined these relationships and there is a research gap in this regard. This research seeks to help and complete the literature in this field. According to what has been stated, the research question is raised as follows: Does the social identity of the users affect the reaction to the brand regarding the use of electronic word-of-mouth advertising in social networks?
 
 
Research Methodology
The research model is based on the studies of Wang (2017) and George et al. (2013). From the perspective of research philosophy, the current research is positivist (environmental authenticity). The survey strategy has been taken to investigate the causal relationships between the research variables. The statistical population of the research included all graduate students of Tehran University in the academic year 2018-2019. In order to collect data, 448 people were sampled using the stratified sampling method according to the volume. The tool for collecting data from the statistical sample was a standard questionnaire. The questions were designed based on the scales considered for social identity constructs (emotional, cognitive, and evaluative), user's willingness to buy the brand, use of social networks, and spread of electronic word of mouth. The questionnaire consisted of 21 questions, which were designed based on the questionnaires of previous studies and adjusted according to the purpose of the research, forming the foundation of the work. A five-point Likert scale was used to measure the research variables.
Findings
The results showed that: a. The social identity (emotional, cognitive, evaluative) of users is effective in the use of social networks; b. The social identity (emotional, cognitive, evaluative) of users is effective on the spread of electronic word of mouth advertisements; c. The social identity (emotional, cognitive, evaluative) of users is effective on the reaction to (purchase intention) of the brand; d. The use of social networks plays a mediating role in influencing the social identity (emotional, cognitive, evaluative) of users on the brand purchase intention; e. The spread of electronic word-of-mouth advertising plays a mediating role in influencing the social identity (emotional, cognitive, evaluative) of users on the intention to buy a brand.
Discussion & Conclusion
Based on the findings, suggestions can be made to social media managers and digital marketers: First, it is suggested that the managers of social networks, by providing unique facilities and features for users, create favorable feelings in them and a sense of emotional belonging and dependence on the network. This work can be achieved through measures such as easy and wide access, and also by using data analysis, it is possible to gain more knowledge about the interests of the audience and, accordingly, create more facilities and access in the social network. Second, it is suggested that managers of social networks create a favorable mental image in the minds of their users so that they feel more aligned between their personal identity and what is perceived by other users in social networks. This can be done through measures such as creating a safe space in the network, after which users share their real identity. This process leads to the feeling of alignment of the audience's identity with the social network. Third, it is suggested that managers of social networks seek to create a sense of importance in their network members. This work can be done through measures such as using users as opinion leaders and playing the role of influencers by them, arranging the influence of users' opinions to improve the level of satisfaction in the social network. Fourth, it is suggested that digital marketing managers should create dynamic, attractive, and useful advertising content for social network users. Additionally, they can take actions such as considering the needs of users in using networks, such as the need for entertainment, the need for knowledge and information, etc., in content production, involving users in the production of the content.