The Effect of Certainty in Language on Customer Brand Power Perception and Mental Engagement on Social Media (Case Study: City Bank Branches in Mashhad)

Asghari, Saeid

doi:10.22034/oajre.2023.170171

The Effect of Certainty in Language on Customer Brand Power Perception and Mental Engagement on Social Media (Case Study: City Bank Branches in Mashhad)

Document Type : Original Article

Author

Saeid Asghari

Ms, Department of Business Management, International Orientation, Institute of Higher Education of Kheradgerayan Motahar, Mashhad, Iran.

10.22034/oajre.2023.170171

Abstract

The purpose of this research is to investigate the effect of certainty in language on brand power perception and mental engagement of City Bank customers in Mashhad on social media. This is an applied research conducted through a descriptive survey. The statistical population included all the customers of City Bank in Mashhad, to a total number of 304,689. The sample size (n = 384) was obtained from Cochran's formula, the individual members of which were selected using simple random sampling. For data analysis, partial least squares (PLS) method was used in SPSS and SmartPLS 4. The results indicated that certainty in language had a positive and significant effect on the brand power perception of the City Bank customers on social networks. In addition, according to the results, certainty in language had a positive and significant effect on the mental engagement of City Bank customers on social networks.

Keywords: Certainty in language; Customer brand power perception; Customer mental engagement; Social networks; City Bank

Keywords

Keywords: Certainty in language

Customer brand power perception

Customer mental engagement

Social networks

City Bank