The purpose of this research is the impact of social media agility on the perceived value of a customer-based brand with the mediating role of customer attachment. Therefore, the current research is applied in terms of purpose and among descriptive-survey researches of the type of correlation analysis and in terms of time index of cross-sectional researches. It is considered that its purpose is to provide a model of the impact of social media agility on the perceived value of a customer-based brand with the mediating role of customer attachment. The statistical population consisted of 160 persons, and due to the small size of the statistical population, the whole number sampling method was used. In order to collect information, the standard questionnaires of social media agility Gligor et al. (2013) and Zhou et al. (2018), customer-based brand perceived value Machado et al. (2019), customer attachment questionnaire Blasko-Arkas et al. (2016) were used . Structural equation method was used to test research hypotheses and data analysis using SmartPLS software. According to the results, it was observed that there is a positive and significant relationship between the agility of social media and the perceived value of the customer-based brand. But there is an inverse and significant relationship between the agility of social media and the perceived value of the brand with customer attachment. Customer attachment has a positive effect on customer-based perceived brand value. The role of customer attachment in the relationship between social media agility and perceived value is effective and confirmed.
