Social networks are online gathering places for people who would like to share their interests and activities. In this context, advertising through social networks is one of the most important topics in the field of marketing and brand that has been considered only in few studies. This study examines the impact of advertising on brand equity through social networks in the beverage industry (PepsiCo). This research study was to survey and collect data from the a standard questionnaire. PepsiCo brand, which is a well known beverage industry worldwide is selected for the proposed study of this paper. Thus, all customers of Pepsi products in city of Tehran are considered as statistical research community and a sample size of 385 people is selected for the proposed study. In order to analyze the data, we use structural equations method and certified factor analysis. The results of our survey indicate that advertisement on social networks has a positive impact in this industry. Based on the results of our survey, we realize that there are some positive relationship between social network advertisement and quality perception, brand loyalty, brand awareness and brand association when the level of significance is one percent.

Knowledge management (KM) plays an important role on increasing organizational performance especially governmental agencies where there are different skills and knowledge within the organization. In this study, we present a study to investigate the effect of KM on having more customer oriented organizations. We use a standard questionnaire among 146 randomly selected employees out of 170 people who work for four governmental organizations in city of Chahbahar, Iran. The collected information is analyzed using structural equation modeling and by validating the results using Cronbach alphas of more than the minimum desired level of 0.70, we determine the positive relationships between KM and three other variables including customer absorption, customer retention and customer relationship management. The results of this survey reveal that an increase of one unit in KM yields almost the same increase in three mentioned variables accordingly. In addition, an increase of one percent in KM will increase customer orientation by almost one percent.