Social media marketing and brand social identity focusing on customer engagement in the investment process

Subject Areas : Journal of Investment Knowledge

peiman alidostzoghi ¹ , Ebrahim Chirani ² , Mohammad Reza Azadehdel ³

1 - PhD student, Department of Business Administration, Anzali International Branch, Islamic Azad University, Anzali, Iran
2 - Assistant Professor, Department of Business Administration, Rasht Branch, Islamic Azad University, Rasht, Iran,
3 - Assistant Professor, Department of Public Administration, Rasht Branch, Islamic Azad University, Rasht, Iran

Received: 2020-09-12 Accepted : 2020-09-16 Published : 2021-06-22

Keywords: investment, Customer Engagement, social media marketing, social brand identity,

Abstract :

The purpose of this research is social media marketing and brand social identity with a focus on customer interaction in the investment process. This research is qualitative and the method of data theory or grounded theory has been used. Data were semi-structured by in-depth interview technique. Twenty specialists and experts of university faculty members and administrators who have at least 15 years of experience in management were selected by purposive sampling method using snowball technique. In order to analyze the data, continuous comparison method was used during the three stages of open, axial and selective coding. Qualitative findings are analyzed by MAXQDA software and finally the paradigm model of social media marketing is explained. Findings show that social media, through active and aggressive participation, has a greater impact on consumer behavior.

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