Branding co-creation through customers participation in digital media

Subject Areas : Jounal of Marketing Management

Ali Akbar Khademi ¹ , Ali Boromandnasab ² , Hanieh Farazandeh ³

1 - Assistant Professor, Department of Management, Payame Noor University, Karaj, Iran
2 - Master of Business Management, Payame Noor University, Karaj, Iran
3 - Master of Business Management, Payame Noor University, Karaj, Iran

Received: 2020-07-21 Accepted : 2021-06-12 Published : 2021-06-22

Keywords: Motivations, Social networking sites, Branding co-creation, Social media, online brand, communities, Brand trust, Brand Loyalty, Customer participation,

Abstract :

Consumers have the ability to influence brands through social networking sites, enabling consumers to actively create content on these social networking sites in relation to their companies. The purpose of this study is to investigate the effective factors of brand creation that include: participatory motivations of social networking sites, consumer  participation, trust, brand loyalty and loyalty in social media brand communities among students of Azad University and Dezfol. This study is practical in view of purpose and according to Collection data method is descriptive survey. The statistical population of this study include students of Azad University in Dezfol. The Sample size according to Cochran formula is obtained 384 with available sampling method. The validity was confirmed by expert and reliability is confirmed with Cronbach Alpha. In order to analyze data is used SPSS and Amos software. The result show that the Motivations for social networking sites participation positively influence consumer participation and this in turn has significant effects on brand trust and brand loyalty. As a result, both brand trust and brand loyalty have a positive effect on branding co-creation. In addition, brand trust as a mediating variable between customer participation and brand loyalty.  

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