Presentation of the proposed model of the impact of innovation and creativity on brand awareness by considering the mediating variable of social media marketing

Social media has revolutionized business and Internet marketing. Not only in the virtual world, the media has attracted many customers and has given new impetus to industries and products, but also a place for corporate advertising. Therefore, this article addresses issues such as social media marketing and its impact on business, the basic principles of media marketing, the relationship between social networks, the improvement of e-commerce, the creation of brand awareness and innovation, and creativity. The purpose of this research is to provide a conceptual framework for exploiting the impact of innovation and creativity on brand awareness by considering the mediating variable of social media marketing. To achieve this goal, a three-stage research strategy, including the "conceptual framework design" of the conceptual framework of the research validation and the evaluation of the selected company (Polymer Tehran), was followed by a "research using a designed framework.”. The present study is practical in objective and descriptive survey in its method. The statistical population of present study includes ۳۲ managers, senior experts and sales experts. For data collection, a questionnaire is used. A five-point Likert scale ranging from “completely agree” to “completely disagree” is used to evaluate the questionnaire. The reliability of questionnaire in each of its items is examined by Cronbach’s alpha and it is confirmed at a proper level in all cases. Correlation tests and structural equations method are used to analyze the data. SPSS Software and LISREL applications are used to analyze the data. The results of present study suggest that innovation and creativity affects sales performance on knowledge of brand names. In considering the second hypothesis of the research, it was found that the social media marketing index has a mediating role in the relationship between innovation and creativity and knowledge of brand.