List of Articles sirous keshavarz

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  1 - The impact of digital content marketing on brand awareness through social media and customer engagement
  mousa rahimi sirous keshavarz behnaz salehipour shirazi
  The aims of this study is to investigate the effect of digital content marketing on brand awareness through social media and customer interaction. The current research is descriptive and survey and practical in terms of purpose. The statistical population of this resear More

  The aims of this study is to investigate the effect of digital content marketing on brand awareness through social media and customer interaction. The current research is descriptive and survey and practical in terms of purpose. The statistical population of this research included all the consumers of Ramek dairy products in Shiraz city, 384 people were selected as a sample by random sampling. The data collection tool was the standard Elkdra (2021) questionnaires. To analyze the data, partial least squares approach and Smart PLS3 software were used. The results showed that there is a positive and significant relationship between digital content marketing and brand awareness. Also, social media and customer interaction have a significant mediating role in the relationship between digital content marketing and brand awareness. It is obvious that digital content marketing as a new phenomenon plays a vital role in displaying brand name, strengthening customer relationship and increasing brand awareness, customer loyalty and sales. Manuscript profile
• Open Access Article
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  2 - The impact of social media marketing on customer participation in value creation in the Shoe and Leather Industry (case study: Novin charm Company)
  sirous keshavarz mousa rahimi Fatemeh  Amjadi
  today's competitive business world, various industries and organizations use various customer relationship management strategies to improve their relationship with customers. But today, the traditional methods of communicating with customers are not the answer to managi More

  today's competitive business world, various industries and organizations use various customer relationship management strategies to improve their relationship with customers. But today, the traditional methods of communicating with customers are not the answer to managing this relationship between customers and organizations. This research has investigated the impact of social media marketing on customer participation in creating value in the Shoe and Leather Industry. The current research is descriptive-survey. The statistical population of this research includes customers of Novin charm Company's Instagram page, whose number is unlimited, and according to Morgan's table, the sample size was determined to be 384 people. The data collection tool included standard questionnaires, and the collected data were tested and analyzed by structural equation method and PLS3 software. The results showed that social media marketing has a significant effect on customer engagement with the brand; Customer participation had a significant impact on value creation; The impact of social media marketing on value creation was positive and significant; And finally, the mediating role of customer-brand engagement in the relationship between social media marketing and value creation was significant. Manuscript profile