Presentation and validation of brand-customer communication model in social networks
Subject Areas : Jounal of Marketing Management
Nazanin Emamgholi
1
,
Shahram Hashemnia
2
,
Ozhan Karimi
3
1 - PhD Student in PhD student, Department of Management, Faculty of Humanities, Abhar Branch, Islamic Azad University, Abhar, Iran, Abhar Branch, Islamic Azad University, Abhar, Iran
2 - Assistant Professor, Management Department. Payam Noor University, Tehran, Iran
3 - Assistant Professor, Management Department. Payam Noor University, Tehran, Iran
Keywords: Brand-customer communication, social network marketing, theme analysis method.,
Abstract :
The purpose of the research: Communicating the brand with customers on social media is an effective and efficient way to succeed in the competitive market of the country's cosmetics industry. This study was conducted with the aim of presenting and validating the brand-customer communication model in social media. Research method: The present study is descriptive-survey in terms of its practical-developmental purpose and in terms of data collection method. The community of participants in the qualitative section includes marketing professors and cosmetics industry managers, 20 of whom were selected by purposive sampling. The statistical population in the quantitative section also includes customers of cosmetics and health products, 384 people were selected using the available method. First, thematic analysis method was used to analyze the qualitative interviews. Then the identified pattern was validated using partial least squares method. Thematic analysis was done with MaxQDA software and partial least squares with SmartPLS software. Research findings: Based on the results, effective marketing and digital content marketing are the basic elements of the model, which increase brand recognition and brand identity among customers by increasing interaction with customers. Brand recognition and identity contributes to positive word-of-mouth marketing, which in turn affects brand positioning on Instagram. Finally, in this way, it is possible to create a constructive and interactive brand-customer relationship.
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