Abstract

The brand is considered one of the most important invisible assets of organizations. Developing the relationship between the customer and the brand is becoming one of the most important strategies of organizations that bring effective results for them. The aim of this research is to investigate the role and influence of social media marketing on the development of customer and brand relationships in Sports Companies This research was analyzed based on structural equations modelling. The research finding shows digital and SSM has a positive impact on brand loyalty and brand awareness and brand attitude and perceived quality.