Journal of value creating in Business Management

Abstract The aim of the current research is to design a strategic co-creation model using social media in small and medium-sized industrial businesses. According to its purpose, the research method is applicable; and in terms of implementation, it is qualitative; using the data-based method. The statistical population includes 8 experts in the field of digital marketing in the B2B sector, selected by snowball sampling. The data collection tool includes semi-structured interviews. Data analysis was carried out using the coding and data-based method and MAXQDA software. Based on the findings of the research, central phenomenon is influenced by 60 indicators or causal factors; and 11 indicators or contextual factors along with 18 intervening factors are able to influence strategic co-creation strategies in the social media environment. In addition, the results led to the identification of 14 diverse strategies in this field, which can contribute to achieving 36 diverse consequences of the strategic use of social media in the co-creation actions of small and medium-sized industrial businesses. The phenomenon of strategic co-creation in the environment of social media and industrial customers depends on a set of factors and the adoption of a set of strategies, among these factors, the set of customer perceptions as the most frequent causal factor, and the outsourcing of customer relationship management measures as the most important strategies show the importance and the position of these two issues in the field of increasing the effectiveness of the central phenomenon of the research.
Introduction
Customers and their cooperative behaviors are among the most important tools to improve business marketing functions, improve the quality of products and services in accordance with market expectations, needs and trends, and reduce overall marketing and advertising expenses of businesses (Xie et al., 2016). In today's highly competitive markets, those businesses can achieve success that are capable of creating value and are able to provide higher and more creative values ​​for their customers, and create higher incentives for customers to encourage stronger and more creative interactions. On the other hand, according to Nasution et al, (2014), due to the increase in the level and intensity of competition in the productive and industrial markets; in the both local markets and international markets, the customers have the higher right to choose and the bargaining power compared to the past. Therefore, in order to maintain a competitive position and gain commercial success, businesses have to provide more value to their customers compared to their competitors. But one of the most important survival conditions in today's competitive and turbulent business markets is to focus on environmental changes and create innovation and create joint value with customers in business (Nasution et al, 2014). The strategic use of social media in industrial markets consists of programmings, plans and broad and general goals of industrial businesses in the field of using these media in dealing with industrial customers (Cartwright et al. et al., 2021). Beyond the tactical use of social media, the present study is focused on a more comprehensive aspect of using social media in the field of adding value through the customer, that is, the strategic use of social media. The issue of the need to present a comprehensive and general plan in the field of strategic use of social media in co-creation activities, along with the severe limitation of the domain of knowledge in the strategic use of social media in specific areas such as synergy with customers among industrial customers, leads the study towards providing a paradigmatic model in the field of designing a strategic co-creation model using social media in industrial businesses. Especially, studies such as Foltean et al, (2019) and Iankova et al, (2019) stated that there is limited knowledge in the field of strategic social media marketing and its various dimensions in the field of industrial marketing. Based on the explanations presented, the main research question can be raised as follows: What is the model of strategic co-creation using social media in small and medium-sized industrial businesses?
Theoretical Framework
Strategic co-creation
Co-creation of value as a strategy includes diverse but similar meanings, concepts, and contexts. In the initial definitions of this concept, Prahad & Ramaswamy (2004) introduced co-creation of value as the joint creation of value by business and customers through exchange activities of knowledge, information, and awareness, and considered these actions as a factor in creating, modifying, and updating products and services in line with the needs and expectations of customers (Piller et al, 2010).
Social media and online co-creation
Studies in the field of the role of social media in value co-creation, especially among industrial customers, are developing and still in their early stages. These studies are moving from the what question to the how question stage (Martini et al, 2017). Today, large companies and even emerging and small businesses spend a significant part of their budgets on digital marketing measures and developing interactive communications in the form of synergistic strategies with customers. These measures are taken while the real benefits of these measures are not certain for businesses, and the measures are accompanied by trial and error. Especially the position and role of social media in improving the innovation level of businesses and improving and revising their products and services is still being investigated and studied, and studies in this field are on an exponential growth path. This issue shows that the field of customer relationship management in social media and more specifically synergy in the context of social media is a subject that still has significant hidden angles (Rashid et al, 2019).
Bashokouh Ajirlo & Ghasemi Hamedani (2023) investigated the role of influencing factors on value co-creation through technologies equipped with artificial intelligence and knowledge management in the tourism industry. The results showed that the significant effect of customer-based factors of technologies equipped with artificial intelligence and knowledge management on the effectiveness of value co-creation was confirmed, and customer-based factors could mediate the relationship between technologies equipped with artificial intelligence and the effectiveness of value co-creation. Finally, technologies equipped with artificial intelligence were able to mediate the relationship between customer-based factors and the effectiveness of value co-creation.
Shirkhodaie et al, (2023) investigated the identification of effective factors of co-creation in social media brand communities. The variables of customer participation in social media brand communities and social support have positive and significant effects on the mediating variable of communication quality, and the quality of communication has a positive and significant effect on brand co-creation. On the other hand, social support and customer participation in social media brand communities have a positive and significant effect on brand loyalty, and brand loyalty has a positive and significant effect on the dependent variable of brand co-creation, and there is no significant relationship between the quality of communication and loyalty.
Research methodology
According to its purpose, the research method is applicable; and in terms of implementation, it is qualitative; using the data-based method. The statistical population includes 8 experts in the field of digital marketing in the B2B sector, selected by snowball sampling. The data collection tool includes semi-structured interviews.
Research findings
Data analysis was carried out using the coding and data-based method and MAXQDA software. Based on the findings of the research, central phenomenon is influenced by 60 indicators or causal factors; and 11 indicators or contextual factors along with 18 intervening factors are able to influence strategic co-creation strategies in the social media environment. In addition, the results led to the identification of 14 diverse strategies in this field, which can contribute to achieving 36 diverse consequences of the strategic use of social media in the co-creation actions of small and medium-sized industrial businesses. The phenomenon of strategic co-creation in the environment of social media and industrial customers depends on a set of factors and the adoption of a set of strategies, among these factors, the set of customer perceptions as the most frequent causal factor, and the outsourcing of customer relationship management measures as the most important strategies show the importance and the position of these two issues in the field of increasing the effectiveness of the central phenomenon of the research.
Conclusion
The current research was conducted with the aim of designing a strategic co-creation model using social media in small and medium-sized industrial businesses. The findings are in line with the results of Bashokouh Ajirlo & Ghasemi Hamedani (2023), Shirkhodaie et al, (2023), Hasan et al, (2023), Zhang et al, (2023), Asgharzadeh et al, (2023), Taleghani et al, (2022), Yazdani Kachuei et al, (2022), Ghomi Kazemi & Vaziri (2021), Cartwright et al, (2021), and Cartwright et al, (2021). Zhang et al, (2023) showed that the tool has satisfactory reliability and validity. This work contributes to theory and practice by providing a context-specific and accurate conceptualization of the value of customer co-creation experience with a reliable and valid survey tool.
According to the results of the research, the following suggestions are provided:
It is suggested that future studies, while focusing on the results of the current research, apply their views and tools in the field of developing strategic co-creation models using social media in small and medium-sized industrial businesses, and thus carry out a comparative research, independent of the results of the current research, while achieving other results. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract Abstract The purpose of this research is to provide a comprehensive picture of the status of the activities carried out in the field of brand image and to provide a scientific mapping based on international articles available in the Web of Science (WOS) database. Therefore, this research has been carried out as a scientometric study using scientometric indicators and network analysis method. In this regard, the researcher conducted a systematic study of research articles published between 1977 and 2023 and used VOS Viewer software version 1.6.20 for scientific analysis. After searching, screening, and qualitative evaluation; the final analysis has been done on 521 articles. The results showed that the most research was in 2021 with 55 articles (13.8%), and America is the most active country in this field with 80 articles (20%). The focus of the keywords was first on the commercial image of the brand and consumer's behavior, and then it changed to the attitude and buying behavior of the consumer. This research was conducted with the aim of analyzing the intellectual paradigm and providing scientific mapping in the field of brand image, based on a systematic review of articles and using VOS Viewer software. The data analysis showed that the most research in this field was done in 2021. Also, the authors with the most researches were identified and introduced, and it was found that brand image, purchase intention, and corporate social responsibility are the most important keywords. These factors were recognized as the most important factors related to marketing and consumer behavior. Researchers can use these tools to increase the views of their articles. Extended Abstract                                           Introduction The brand is the basic asset of the company. Brands occupy a very special place in the lives of many customers. People are trying to generalize themselves by using brands and by consuming them (Asgari, Naghdi, 2011). Organizations have clearly increased the importance of the positive attitude of customers towards their products and brands, and this is a very vital role in attracting and maintaining customer satisfaction. The mental image of the brand is the result of the characteristics and experiences of the customers that determine the differentiation of the brands. Companies should identify the factors that influence the improvement of the mental image, strengthen the strengths, and remove the limitations. These measures improve communication with customers and increase brand appeal. The special importance of this is because the starting point of brand loyalty is brand awareness, and also, higher levels of brand awareness and a positive image of it in the mind increase the probability of choosing the brand and create more loyal customers. This is how the company's vulnerability to competitor's marketing actions is reduced (Yazdani Kachuei et al, 2022). In 1993, Keller defines brand image as "the perception of the brand formed by the association of brand-related meanings in the customer's mind" (Keller, 1993). Brand image is part of brand equity. Jandaghi et al., (2010) believe that the customer forms an image in his mind of the combination of all the signs sent by the brand, including the name, visible signs, products, advertisements, messages and official announcements, etc., and the positive image of the brand reduces the perceived risk, and increases the level of satisfaction and loyalty (Jandaghi et al, 2010). Customer loyalty is defined as bias towards a specific brand and behavioral response during a defined period of time, and it is decided as a psychological commitment (Behrozi, Sohrabi, 2022). A brand with a strong and positive image is more easily imprinted in the customer's mind and has more sales. A strong brand image gives customers confidence and influences customer decision-making (Divandari et al, 2011). Research has shown that factors such as trust, creative marketing, effective management, and customer satisfaction have an effect on the formation of brand image. However, a complete understanding of the effects of brand image in different environments and on types of consumers has not yet been obtained. The role of mass communication tools and social networks in brand image needs further investigation. Also, examining the long-term effects of brand image and its role in creating consumer trust and loyalty are topics needed for advanced research. A more accurate understanding of how brand image affects will help managers and marketers to make more correct decisions and improve successful strategies in the field of brand image. The main purpose of this review article is to comprehensively review international research in the field of brand image. This review approach analyzes and answers the question to what extent research on brand image deployment has changed and matured. The purpose of this article is to increase knowledge and transparency in the field of brand image and help managers, marketers and enthusiasts to make better decisions and improve brand image. Theoretical foundations Brand image Studying the literature and the background of the research around various research variables can provide a selected framework for the research, and by applying different theories in the field of brand, it can develop consumer behavior in relation to the concept of brand. Brand image is the customers' view of the brand and includes the features and information that a brand's product evokes in the customer's mind. This image shows the current characteristics of the brand, and should specify the purpose of the organization. The main elements of a positive brand can include logos, slogans and signs that reflect the organization's key values (Kim & Chao, 2019). Theorists believe that all products can be represented by applicable, symbolic, or experiential elements that create a brand image. Gardner and Levy (1955) first proposed the concept of product image and showed that products have different physical and social natures. Since then, this concept has been further explored in consumer behavior research. Brand image is rooted in customer consumption experiences, and the understanding of service quality is also derived from these experiences (Shirkund rt al, 2016). Brand image is formed over time and does not change easily. Sanobar and Khatami (2011) believe that the brand image is the first word that comes to mind when hearing the brand name (Sabobar, Khatami, 2018). Research background In a world full of choices, brands help consumers better evaluate products, especially when the products are complex or unknown. Making strong brands is one of the important goals of brand management so that brands can survive and be effective in markets for a long time (Iglesia et al., 2017). Numerous researches have investigated different aspects of the brand such as image, identity, personality, and psychological and behavioral effects of consumers. Quaid Amini and colleagues (2022) showed that brand image and loyalty have an effect on brand equity and consumer buying behavior. Asgari and Naqdi (2022) showed that brand personality and goodwill play a role in the effect of social responsibility on repurchase intention. Margarita and Rodgia (2021) found that brand experience, image, and trust can increase customer loyalty. Sudino et al., (2020) also confirmed the effect of brand experience on trust and repurchase intention. Kong (2020) showed that brand satisfaction through trust has a positive effect on loyalty. Wahab et al., (2017) found the positive effect of brand trust, image, and advertising on consumer loyalty and purchase behavior. Emron (2018) also showed that the image, trust, quality, and price of the product have an effect on consumer buying behavior. Despite these studies, the need for a comprehensive study that examines all dimensions of brand image and its effects on customer behavior is felt. By collecting studies, the current research identifies important areas in the field of brand image, and provides solutions for future studies. Research method The current research was conducted with the aim of analyzing the intellectual paradigm and providing a scientific mapping of international research in the field of brand image. This study was conducted on 521 articles in the WOS database based on the interpretative paradigm and systematic review method based on defined search terms. In order to achieve the goal of research and analysis of scientific productions in the field of brand image, the researcher systematically studied all research articles published between 1977 and 2023, and data analysis was done using VOS Viewer software. For data analysis, the selected researches were entered into the analysis process after screening in three stages; and from the perspective of the year of conducting the research, the co-authorship of the authors and the use of key words were examined. The findings After searching, screening and qualitative evaluation of studies, the final analysis has been done on 521 articles in the period from 1977 to 2023. The in-depth analysis of the selected articles showed that the most research in the field of brand image is related to 2021 with the number of 55 articles (13.819%). America is the most active country in this field with 80 articles (20.10%), followed by England with 42 articles (10.553%) and China with 38 articles (9.548%), respectively. Also, in the evolution of keywords, the primary focus has been on the commercial image of the brand and consumer behavior, and in the following years, it has reached the words attitude and consumer buying behavior, respectively. Discussion and conclusion Based on the results, it was observed that the most research in this field was done in 2021. Also, the authors with the most research in recent years were identified and introduced, and it was determined which authors have the most articles in the brand image. Also, the results showed that the most important keywords include brand image, purchase intention, and social responsibility of the company. Based on this, these factors can be called the most important factors related to marketing and consumer behavior. Researchers can check these tools in their research to increase the number of articles.

Abstract Abstract
The purpose of this research is to investigate the communication model of customer participation and competitive business with social media based on brand in manufacturing and trading companies of Ahvaz city. In terms of purpose, the current research is applicable, and of the survey research type. The statistical population of the research includes the customers of the food manufacturing and trading companies in the industrial towns of Ahvaz city. Due to the unlimited population, the statistical sample was considered to be 384 people using Cochran's formula, and finally 312 questionnaires were analyzed. Sampling in this research is available randomly. The collection tool in this research is a questionnaire. Data analysis was done using SPSS and PLS software. The findings showed that the identified factors had a significant effect, and the overall index of fit (GOF) was obtained as 0.661, which is a strong index and shows the overall high quality of the model.
Extended Abstract                                          
Introduction
Virtual social networks are a new generation of Internet websites. Internet users in these websites gather together virtually around a shared axis and form online communities (Torki et al, 2023). With the spread of the Internet and the spread of social media, customers' buying patterns have changed and their shopping habits have been affected by business based on social networks. In addition to using search engines, customers also search for desired products and brands on social media such as Instagram. The growth of Instagram has attracted the interest of many large companies that are looking for new ways to strengthen their relationships with their customers. Instagram is one of the fastest programs in growing social media (Anderson Jiang, 2018).
Consumer interactions on social media are generally important. The evolution of social media and technologies now allow consumers to easily share their opinions through the online environment. Written and visual content sharing programs allow users to share information resulting from the hedonistic activities resulting from the use of various products and services (Fox et al, 2018).
Online branding is becoming increasingly popular in modern society, as marketing is largely developed through social media platforms, blogs, websites, and other online channels. Companies should also have an active digital presence and show themselves in the digital field by using different digital channels to develop the brand (Bamm et al, 2018). These activities usually require high or moderate participation from consumers, which creates a positive psychological state when experiencing their participation or cooperation with the brand, and includes aspects of cognitive effort, emotional involvement, and behavioral diversity (Lu et al, 2015).
For this purpose, the current research aims to answer this question: What is the communication model of customer participation and competitive business with social media based on brand in manufacturing and trading companies of Ahvaz?
Theoretical Framework
brand
A brand is not only a symbol that distinguishes a product from others, but also includes all the features that come to mind when a buyer thinks of that brand. These characteristics are the concrete, abstract, psychological, and social characteristics of that product (Meysamiazad et al, 2024).
social media
Social media is a group of online user programs whose purpose is to facilitate interactions and content sharing. Social media is a group of Internet-based applications that are built on the ideological basis of Web 2 technology and allow users to create and share their own content. People increasingly consider social media programs to be an important part of their daily lives and are more likely to move their interactions to virtual programs (Alalwan et al, 2017).
Competitive advantage and customer engagement
The brand can create a competitive advantage for the company and maintain loyal customers. Creating a positive brand image is a strategy. This brand image can be considered as a cultural heritage, service quality, and trust; and can affect customer satisfaction (Araujo et al, 2023). Wang & Kim (2017) showed that functional advantages in products, service advantage in providing services, analytical advantage in CRM, multi-channel advantage in communication, symbolic advantage in advertising, and network advantage in sharing resources have a significant impact on customer value and brand loyalty.
Competitive advantage of online businesses
Companies in the market look for mistakes of competitors and use opportunities. One of the ways to increase the power of competition in this market is to use strategic management in order to achieve a competitive advantage. In the most basic concept of competitive advantage, in a way, it refers to the company's exploitation of resources in order to achieve superior performance in which three main factors can lead to differentiation and difference from other competitors. These three factors include sources of competitive advantage, competitive advantage, and company performance. Competitive advantage is the basis of strategic planning in companies, which broadly refers to using opportunities and neutralizing competitive threats (Tong, 2023).
Torki et al, (2023) investigated the impact of social media participation on green management (case study of employees of Shahrekord industrial companies). The results showed that the amount of use of social media, the type of use of social media, and the amount of trust in users in social media have a positive effect on green management. This means that with people's easy access to virtual space and social networks, the Internet has become an inseparable part of life. In order to make optimal use of the created space, companies are trying to use this opportunity optimally and to their advantage, and improve the green management.
Rahimi et al, (2023) investigated the impact of digital content marketing on brand awareness through social media and customer interaction. The results showed that there is a positive and significant relationship between digital content marketing and brand awareness. Also, social media and customer interaction play 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.
Research methodology
In terms of purpose, the current research is applicable, and of the survey research type. The statistical population of the research includes the customers of the food manufacturing and trading companies in the industrial towns of Ahvaz city. Due to the unlimited population, the statistical sample was considered to be 384 people using Cochran's formula, and finally 312 questionnaires were analyzed. Sampling in this research is available randomly. The collection tool in this research is a questionnaire.
Research findings
Data analysis was done using SPSS and PLS software. The findings showed that the identified factors had a significant effect, and the overall index of fit (GOF) was obtained as 0.661, which is a strong index and shows the overall high quality of the model.
Conclusion
The present research was conducted with the aim of investigating the communication model of customer participation and competitive business with social media based on brand in manufacturing and trading companies. The results of this research is aligned with the results of Torki et al, (2023), Rahimi et al, (2023), Tang (2022), Shekarchizadeh & Hakim Akif Esfahani (2021), Dedeoglu (2019), Lee et al, (2019), Maia (2018), Taheri et al, (2017), Madrasi Tehrani & Saidi (2017), Esfandiari & Imankhan (2019). Rahimi et al, (2023) investigated the impact of digital content marketing on brand awareness through social media and customer interaction. The results showed that there is a positive and significant relationship between digital content marketing and brand awareness. Also, social media and customer interaction play 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.
In line with the obtained results, it is suggested:
⮚ to improve the online activities of the company, the managers well provide the possibility of access to personal information for the customers and ensure the security of the customers' information.
⮚ the managers provide the best information about products and services to customers through the company's websites.
 

Abstract Abstract The purpose of the current research is to find a model to build an efficient customer club for the quantitative and qualitative development of increasing customers in the banking system. According to its purpose, the research method is a\applicable; and in terms of implementation method, it is mixed (qualitative-quantitative); and exploratory in terms of the research implementation strategy. The statistical population in the qualitative section includes 11 specialists and experts, managers, and vice-presidents of the bank, and experts in the field of management model and customer club, selected through purposeful sampling and snowball; and the statistical population in the quantitative section includes 385 people from all members of the Saderat Bank's customer club, selected using Cochran's formula as a sample and by simple random sampling. Data collection tools include semi-structured interviews and researcher-made questionnaires in the quantitative section. In the data analysis, using the theme analysis approach, MAXQDA10 software was used in the qualitative part, and SPSS and AMOS software were used in the quantitative part. The results in the qualitative part showed that 93 open codes, 52 sub-themes, and 6 main themes were identified from the interviews in the form of the dimensions of the efficient customer club building model; and the results of the quantitative part showed that the identified components have an explanatory and meaningful effect on the construction of the efficient customer club in the banking system in the direction of quantitative and qualitative development of customer increasing. Extended Abstract Introduction Customer is the most important asset and tool related to the profitability of an organization (Saprianto et al, 2021). Attention to the customer is so important that the success of an organization and structure is evaluated in customer satisfaction (Javad et al, 2021; Son et al, 2021). Customer satisfaction is an index directly related to the issue of customer loyalty, and loyalty is the most important issue in relation to profitability and business success based on the creation of perceived value for the audience (Patma et al, 2020; Jain et al, 2015). The issue of business and customers is a multifaceted structure related to many variables that involves different organizations in different dimensions (Pollak et al, 2022; Raza et al, 2022). In this context, different business organizations use specific strategies to increase income and business success in order to create maximum profit and financial and income capability (Federo & Carranza, 2016). Therefore, as it is clear in the current situation, identifying customer behavior and their interests and views is very important and necessary in commercial success and economic competition. The basic goal in this field is to apply a tool to change and identify the interests and tastes of the customer in order to gain power and make fundamental changes in this field (Solomon, 2013). A comprehensive review of the studies conducted in the field of building a banking customer club indicates that the identification of the dimensions of the comprehensive model is very effective in identifying the factors of building an efficient customer club for the quantitative and qualitative development of customer growth in the banking system; on the other hand, the novelty of the topic of building an efficient customer club, the generalization of the research done in this field, and the lack of a suitable model for building an efficient customer club prompted the researcher through acquiring sufficient knowledge in the above field and applying the knowledge and experiences of academic consultants and bank managers; to explore the dimensions of building an efficient customer club in order to identify the dimensions and indicators of a comprehensive model for building an efficient customer club, and to answer this key question for us, which is: how is the model of building an efficient customer club for the quantitative and qualitative development of increasing customers in the banking system? Literature The importance of the customer Customer and understanding its behavior are the most important assets of the organization in business success and related patterns, and companies in relation to people look for their most important program on this index and its achievement (Bryan et al, 2017); In other words, the sale of the product and the use of services and success in the competitive and economic market depend on attracting customers and maintaining the customer's trust in the desired product. Different business organizations use specific strategies to increase income and business success in order to create maximum profit and financial and income capability; therefore, as it is clear in the current situation, identifying customer behavior and their interests and views is very important and necessary in commercial success and economic competition (Federo & Carranza, 2016).   Customer satisfaction Customer satisfaction is an index directly related to the issue of customer loyalty, and loyalty is the most important issue in relation to profitability and business success based on the creation of perceived value for the audience (Patma et al, 2020; Jain et al, 2015). Customer club A customer club is a suitable infrastructure for increasing the interaction between the company and the customers. In this way, a close relationship is created by creating contact and feedback around the customers, and this relationship will exist throughout the whole period of customer communication. The types of customer clubs include two main models: 1- The easy to join open club, as the name suggests, it is open to everyone, because it has no cost and conditions. Here is the company that needs members. Most of the members use the facilities of the club. Companies can calculate the value of having an open club by considering the costs of brochures and information in order to be in contact with members (even if the customer is not a profitable customer). 2- Limited club: in this type of clubs, unlike open ones, members or customers have to pay a membership fee to become a member, and often fill out a long and complete form. In this way, few members will be really interested in membership (Vazife dost et al, 2010). Ahmadi et al, (2023) investigated the presentation of the customer loyalty measurement model based on the five senses, emphasizing the mediating role of perceived value in the insurance industry (a case study of life and investment insurance). The results showed that the five senses with the mediating role of perceived value have a positive and direct effect on customer loyalty, and the fit of the proposed model for the relationship of the variables has been confirmed. Sohaib (2022) investigated repurchase intentions in the banking industry. The results show that relationship quality positively and significantly affects repurchase intention. Switching cost has been determined as a moderator between relationship qualities and repurchase intention. The implication of this is that service industry professionals should not ignore the importance of relationship quality and switching costs, as they have a significant impact on repurchase intention. Research methodology According to its purpose, the research method is a\applicable; and in terms of implementation method, it is mixed (qualitative-quantitative); and exploratory in terms of the research implementation strategy. The statistical population in the qualitative section includes 11 professionals and experts, managers, and vice-presidents of the bank, and experts in the field of management model and customer club, selected through purposeful sampling and snowball; and the statistical population in the quantitative section includes 385 people from all members of the Saderat Bank's customer club, selected using Cochran's formula as a sample and by simple random sampling. Data collection tools include semi-structured interviews and researcher-made questionnaires in the quantitative section. Research findings In the data analysis, using the theme analysis approach, MAXQDA10 software was used in the qualitative part, and SPSS and AMOS software were used in the quantitative part. The results in the qualitative part showed that 93 open codes, 52 sub-themes, and 6 main themes were identified from the interviews in the form of the dimensions of the efficient customer club building model; and the results of the quantitative part showed that the identified components have an explanatory and meaningful effect on the construction of the efficient customer club in the banking system in the direction of quantitative and qualitative development of customer increasing. Conclusion The current research was conducted with the aim of modeling the construction of efficient customer clubs for the quantitative and qualitative development of customer growth in the banking system. The results of this research are aligned with the results of Bhatt et al., (2018), El Islahat (2021), Bhat et al., (2018), Federo & Carranza (2018), Carraro et al., (2020), Rizvani et al, (2017), Ahmadi et al., (2023), Sohaib (2022), Ho & Wong (2022), Thuy & Quang (2022), Mansouri et al, (2022), Mirzaee Azandariani & Arya (2022), Supriyanto et al., (2021), Rezvani et al., (2017), Yavasarang (2014). Sohaib (2022) showed that relationship quality positively and significantly affects repurchase intention. Switching cost has been determined as a moderator between relationship quality and repurchase intention. The implication of this is that service industry professionals should not ignore the importance of relationship quality and switching costs, as they have a significant impact on repurchase intention. It is suggested to develop a unique model to create an efficient customer club, including various benefits; and by clarifying the rules of benefiting from facilities and membership, along with accurate information and proper advertising, the field for the expansion of the club should be provided.

Abstract Abstract The purpose of this research is to present the fintech market development model with an emphasis on existing challenges and strategies. The research method is applicable in terms of purpose, thematic analysis type in terms of execution method (qualitative-quantitative), fundamental in terms of its nature, and exploratory-correlative in terms of data collection method. The statistical population of the research includes 20 managers and experts of fintech companies active in the field of payment with the license of Shaperk, including Zarinpal, Asan-Dariaft, Balle Financial Messenger, EasyPay, Iranian credit and point cards. The sampling method is done in a judgmental manner, and the interviews continued until reaching theoretical saturation. The method of data collection and analysis is interview and thematic analysis in the qualitative part, and questionnaire and content validity technique (CVR) and semi-structured interview data collection tool in the quantitative part. The results of the research showed that the challenges of fintech market development include insufficient infrastructure, regulatory and legislative barriers, difficulty of working with public/general customers, mistrust of technology and fintech, low levels of income and product pricing challenges, and cultural barriers. Also, fintech market development strategies include community participation in the marketing process, use of social networks, smart and optimal advertising, useful and valuable content production, branding, adaptation of communication strategies to the nature of the fintech market, geographic and cultural segmentation of the market, and also training to the customer. Extended Abstract                                           Introduction Every day, people see a lot of advertisements everywhere; from bus stop, street banner, shopping mall to magazine, TV, computer, mobile etc. However, more often than not, these ads feel like annoying information that the general public is forced to see. For this reason, professional marketers need to redefine their marketing idea. They should understand that marketing is not only about sales and advertising, but also fulfills customer needs in order to overcome constraints (Sheth & Parvatiyar, 2021). On the other hand; with the digital trend, the financial sector has started to apply and implement technology in its workflow. More and more start-ups have formed to provide digital financial services. Some of the companies that provide online payment gateway are pioneers in this field which is widely used all over the world. In addition, more and more investors are spending on new technologies; they are competing with each other in an effort to improve security and user convenience. Financial technology companies are trying to attract users with new mobile phone features, capabilities and technologies. Recently, the blockchain concept has also opened new solutions for security issues; therefore, fintech tools have become the most popular digital services and have the largest share of fintech stocks worldwide (Fernandez-Vazquez et al, 2019). In the meantime, financial technology (Fintech) as a technological innovation has been considered especially important for the development path of countries. This is due to its potential to promote financial inclusion so that more people can access financial services (Demirguc-Kunt et al, 2018). Based on this, the current research is looking for an answer to this question: What is the fintech market development model with an emphasis on existing challenges and strategies? Theoretical Framework marketing strategy When companies enter a new market, they will most likely face thousands of challenges and risks related to establishing their operations and acceptance of their offers by new customers, and the company will compete for market share with other companies that already have supply chains, distribution channels and already established customer bases (Luo, 2022). Foreignness, geographic distance, and characteristics of the home market all contribute to these challenges in new markets. This issue applies more in emerging markets such as fintech (Khan & Khan, 2021). In this regard, Gaur et al, (2011) argue that emerging market challenges lead to higher external liability. These challenges include large heterogeneous populations with low incomes, inadequate infrastructure, lack of resources, corruption, and in general, with structural flaws (Barnard & Luiz, 2018). From the point of view of marketing strategy, companies adapt their marketing strategies to achieve a competitive advantage when entering a new market. Once a company has decided to expand into a new market and adopt its marketing strategy, the question of what changes will be necessary for this particular context will arise. In this regard, Sharmelly & Klarin (2021) described implicit concepts for segmentation, product variety, pricing, distribution, and communication methods of the company. They argue that segmentation costs are high, and that mass media marketing is not well adapted to emerging markets. Also, the offered products need to be functional and also made to not become obsolete quickly. Shadbakhsh (2023) investigated the impact of using sustainable marketing strategies on the performance of digital businesses with the mediation of information technology in the country's real estate industry. The results showed that marketing trends and sustainable marketing experiences have a positive effect on the performance of the studied companies. Also, marketing trends, sustainable marketing experiences, and sustainable marketing strategies have a positive effect on the performance of selected companies. Barrio Oton (2021) in a research investigated the social media marketing in the fintech ecosystem in Monfer Startup Company. For this purpose, a detailed study of the fintech private equity industry was conducted through Porter's 5 forces model, along with an explanation of the Monfer startup case through the blue ocean strategy canvas. Then, secondary data including statistical insights were collected directly from the company. This study was further designed by analyzing the internal and external situation and concluded with a strategic planning model and setting goals through the framework of smart goals. Research methodology The research method is applicable in terms of purpose, thematic analysis type in terms of execution method (qualitative-quantitative), fundamental in terms of its nature, and exploratory-correlative in terms of data collection method. The statistical population of the research includes 20 managers and experts of fintech companies active in the field of payment with the license of Shaperk, including Zarinpal, Asan-Dariaft, Balle Financial Messenger, EasyPay, Iranian credit and point cards. The sampling method is done in a judgmental manner, and the interviews continued until reaching theoretical saturation. The data collection tool is a semi-structured interview. Research findings For data analysis, thematic analysis was used in the qualitative part, and content validity technique (CVR) was used in the quantitative part. The results of the research showed that the challenges of fintech market development include insufficient infrastructure, regulatory and legislative barriers, difficulty working with public/general customers, mistrust of technology and fintech, low levels of income and product pricing challenges, and cultural barriers. Also, fintech market development strategies include community participation in the marketing process, use of social networks, smart and optimal advertising, useful and valuable content production, branding, adaptation of communication strategies to the nature of the fintech market, geographic and cultural segmentation of the market, and training to the customer. Conclusion The current research has been carried out with the aim of presenting the fintech market development model with an emphasis on existing challenges and strategies. The results of the present research is aligned with the results of Shadbakhsh (2023), Barrio Oton (2021), Pazhoheshfar & Biabani (2021), Hammerschlag et al, (2020), Nurjanah et al, (2020), and Noami et al, (2019). The results of Shadbakhsh (2023) showed that marketing trends and sustainable marketing experiences have a positive effect on the performance of the studied companies. Also, marketing trends, sustainable marketing experiences and sustainable marketing strategies have a positive effect on the performance of selected companies. According to the results of the research, the following suggestions were presented: Effective market development strategies often require local community involvement in marketing, product distribution and product awareness. In general, using local people to distribute products is important to the success of a marketing strategy. Local people understand the nuances of the market and can help distribute products in the most efficient and cost-effective way. Finding local people often has to be done through field research, but can also be achieved through networking. The reason for this is that the community plays a major role in Iranian culture and people are more likely to use a product if it is approved by a member of the community. In creating consumer awareness, community participation can be in the form of in-person or online campaigns (for example through social media). When talking about the development of the fintech market, it means that it should be possible to identify that part of the target market and, according to the knowledge that is found, convert the audience of social networks into customers of your market. Fintech companies can advertise their products or services with an optimized website or a standard page according to the Instagram algorithm. The cost of such advertisements is much lower and the efficiency of advertisements is high. Therefore, producing valuable content helps clarify the topic in the audience's mind. For example, producing content that is according to the taste and interest of the young generation can have a great impact on the success of the company. If you can start producing content according to the type of audience that exists, you will get a lot of success and fame in business.

Abstract Abstract
The purpose of this research is to identify the factors influencing the creation of brand identity in the banking industry of Iran. According to its purpose, the research method is applicable, and in terms of implementation, it is qualitative and based on the case study approach. The statistical population of this research includes Iranian banking industry experts who were senior managers of Bank Mellat in Tehran. The number of 23 experts who had sufficient knowledge and expertise in the field of brand was selected by judgmental sampling and snowball method, and data collection was done using semi-structured interview tool. The interviews were continued until theoretical saturation was reached, and the text of the interviews were analyzed and coded using the MAXQDA 2018 software. Data analysis led to the identification and extraction of research findings including 130 primary codes, 33 concepts, and 10 categories. Based on the results of this research, the categories of goals and strategies, structure and processes, human resource management, organizational culture, internal branding, communication, banking services, financial power, visual identity, and verbal identity are identified as the important factors affecting the creation of identity in the banking industry of Iran.
Extended Abstract                                          
Introduction
One of the fundamental concepts in the field of brand is the issue of brand identity. Brand identity affects business performance, employees' recognition of the organization, and the special value of the brand (Fan, Hsu & Xiaofeng, 2023). This phenomenon is initially formed at the business level and needs to be recognized, received and accepted by customers (Liu, Hsu, Fan, 2020). Brand identity determines both the goals of the brand and the paths to be followed by the organization (Krissanya & Widyaningsih, 2023) and tells stakeholders what is unique about the brand (Sarasvuo, Liljander & Haahtela, 2023). Brand identity and brand image are two important components related to the brand; brand identity determines what the brand talks about, and brand image tells how the brand is heard by customers (Clottey, Gyampoh & Anaba, 2023). In service organizations and especially banks, employees' attitude and behavior play an important role in the bank's performance, and employees are the main link between the brand and customers by responding to customers' requests (Lee, Hsiao & Chan, 2019). Today, due to the significant increase in competition among banks in the country, most banks seek to create a unique position for their brand in order to be distinguished from other competitors. One of the most basic concepts related to branding is the creation of brand identity; therefore, having a desirable brand identity can be considered an effective differentiator. The main problem of this research is to identify the factors that influence the creation of brand identity in the banking industry of Iran.
Literature
The brand identity expresses the ideal characteristics that the brand intends to provide to the customers. In other words, brand identity is what the brand has promised to deliver to the market (Behrozi & Sohrabi, 2022). The visual identity of the brand includes items such as the brand logo, product and packaging, buildings, clothing and appearance of employees, and other such items. A brand logo is a sign that consists of a unique combination of letters, fonts, shapes, colors or symbols, and its purpose is to visually identify the brand (chernev, 2018). Significant increasing of competition in the business domain has led to the boost and growth in establishing, maintaining and expanding brand communication with customers has been growing. On the other hand, the widespread use of information technology in businesses has created new ways to communicate with customers (Farmani, Ghaffari & Zandi, 2020). A sustainable brand identity emerges from the actual organizational identity and the culture in which the brand concept is institutionalized (Andersen et al, 2023). Since the way employees deal with bank customers and the way they provide service to customers and even the way the employees dress and groom their appearance has an impact on how the bank's brand identity is formed (Behrozi & Sohrabi, 2022), therefore internal branding plays an important role in creating brand identity.
Clottey, Gyampoh & Anaba (2023) have conducted a research on the effect of brand identity and brand image on fashion entrepreneurs. The findings of the research show that the brand name affects the purchase decision of their customers, and the brand identity increases the awareness of investors and customers and customer loyalty. Also, the effect of brand image and brand identity such as logo, symbol, color and other things significantly affects customer loyalty.
Behrozi & Sohrabi (2022) in a research entitled "the role of perceived value and brand identity in improving customers' attitudinal loyalty" investigated 384 customers of Melli and Tejarat banks in Mazandaran province. The results showed that perceived value plays a mediating role in the relationship between brand identity and customers' attitudinal loyalty.
Rezaeian & Asgari (2021) in a research entitled "the effect of ethical marketing on consumer repurchase intention with emphasis on the mediating role of brand identity and brand value" studied Digi Kala online store. The results showed that ethical marketing with the mediating role of brand identity variables and brand equity has a positive and significant effect on customers' repurchase intention.
Research method
 This research is applicable in terms of its purpose, and qualitative in terms of execution method, and is a case study type. Field method was used to obtain data, and semi-structured interview tools and in-depth interview sessions were used to collect data. The statistical population of this research was the senior managers of Bank Mellat as experts in the banking industry. 23 of these experts were selected and interviewed by judgmental and snowball sampling methods. MAXQDA 2018 software was used to analyze the content of the interviews.
Research findings
At the beginning of the analysis, the researcher has started to code the interviews in order to obtain the effective factors on the creation of the brand identity. Primary codes with common meanings are placed together and create concepts, and a category is formed from the combination of several concepts. In the first stage of coding, 130 primary codes were identified; then these codes were categorized into 33 concepts and 10 categories. Based on the analysis, the factors affecting the creation of brand identity in the banking industry (the same categories found) are: goals and strategies, structure and processes, human resource management, organizational culture, internal branding, communication, banking services, financial strength, visual brand identity, and verbal brand identity.
 
Discussion
This research was conducted with the aim of identifying the factors influencing the creation of brand identity in the banking industry of Iran. The results of this research are aligned and somewhat consistent with the findings of researchers such as Daneshgar et al, (2020), Yazdanshenas et al, (2022), Sharma et al, (2022), Krishna & Kim (2021), and Chung & Byrom (2021). The goals and strategies that a bank undertakes directly affect the creation of its brand identity. The flexibility of banks' structure can play an important role in a bank's brand identity. The way managers interact with employees is one of the things important in the field of organizational interactions. Organizational culture is defined by concepts such as the attitude and behavior of employees as well as the attitude and behavior of managers. Internal branding activities, focusing on employees, try to introduce the main concepts, essence, values and functions of the organization's brand to them, so that employees can have a correct understanding of their organization's brand. Communication with society and customers, maintaining human values and respect for customers by branch employees, as well as close interaction with customers by managers can strengthen the bank's relationship with its customers. The diversity of banking services and the provision of innovative and high-quality services to customers can create the brand identity of a leading bank. Also, the financial ability to grant large facilities is a factor that explains the bank's brand identity in the society. The tone of the brand in direct and indirect interactions, including the types of advertisements in different media, the type of brand slogan, the way of addressing the society in different media and choosing the right words and expressions, induces the brand identity of a bank to the audience. The characteristics of a bank's buildings, from the extent and number of its branches to the beauty of the facade of the building and the signs of the branches and the interior of the branches, express the visual identity of the bank's brand.
Based on the results of the research, it is suggested that banks create their desired brand identity by creating a competitive advantage via focusing on providing services needed by customers and also by improving the level of customer orientation by employees. Strategies such as cost management and the growth of Rial and foreign currency incomes, attracting low-cost bank deposits, facilitating the provision of services to customers are among the important things in creating a professional brand identity for the bank. Improving leadership qualities and knowledge of human resources in managers is also a requirement for creating brand identity in banks. Also, part of the bank's recruitment can be done with new mechanisms with the aim of attracting the country's scientific elites and using them in the direction of innovative and transformational movements in the banking industry. In the field of organizational culture, it is necessary to promote value-oriented behaviors based on concepts such as loyalty and commitment to the bank, customer-orientedness, honesty and ethics in dealing with customers and employees. Implementing various intra-organizational campaigns with the aim of disseminating brand concepts and values, causes employees to participate in brand-oriented issues and reward top employees increases the level of loyalty and belongingness of employees to their bank brand. It is necessary for banks to review their structure and remove and modify redundant parts as much as possible so that processes can be implemented more quickly and agilely. Focusing on the development of digital banking is also one thing that can be effective in creating and establishing a desirable brand identity in banks due to the promotion of issues related to digital transformation. In the field of visual identity, updating the bank's logo and font, significant change in the appearance of the branches, having an identifying color specific to a bank, and using uniforms for employees are among the important things to create a brand identity in a bank. Preparing and communicating a verbal standard for employees to communicate with customers can be effective in improving the brand's verbal identity.

Abstract Abstract The main purpose of this research is to develop a native model of social media marketing for online stores, so the current research is in the scope of developmental research. The statistical population of this research included 10 marketing experts and university professors who were selected purposefully and non-randomly, based on reaching theoretical saturation. A semi-structured interview was used to collect data. The data obtained from the interview was done in three stages of open coding, central coding and selective coding through database theory. Max QDA version 20 software was used for data analysis. From all the indicators obtained from the qualitative analysis of 10 interviews, 11 categories and 52 indicators have been used to formulate the native model of social media marketing of online stores. The result of data analysis has been presenting a paradigmatic model including six components of causal conditions (information and communication technology, time management and cost management), background conditions (infrastructure of online stores), intervening conditions (sanctions and economic problems, and risk management), strategies (use of expert manpower and the use of influencers), the central phenomenon (social media marketing), and consequences (sustainability in the use of social networks, special value of the brand). A number of indicators were also identified for each of the identified main categories. Extended Abstract Introduction The most important event that happened after the development of social networks in the world is a topic called business in social networks, which has many advantages from the point of view of both commercial companies and customers (Iacovou, 2021). Social business has a structure based on social networks, where each business center or each customer is a node of the network (Jacobson, Gruzd & Hernández-García, 2020). Social media marketing has an impact on various aspects of customers' behavioral tendencies, such as brand loyalty and brand trust; therefore, it has been paid highly attention by researchers as well as business owners (Yazdani Kachuei, Korhani, & Kosari, 2022). Online stores have emerged in the country's business environment for more than a decade and have experienced relatively rapid growth. On the other hand, with the expansion of the Internet and especially smart phones inside the country, the desire of customers to buy from online stores has also increased. However, a large part of online stores in Iran have not been able to convince a large part of customers to buy online, and one of the reasons is the lack of an effective online marketing program in most of the online stores in the country. The results of this study can provide opportunities for business leaders to find new ways to use social media to engage their customers, which can lead to job creation and improve the economic situation, and contribute to social change. Therefore, the current research was conducted with the aim of developing a local model of social media marketing for online stores with a qualitative approach. The main question of the current research is: what dimensions and components does the local social media marketing model of online stores include? Theoretical framework Social media provides a two-way communication channel between companies and their customers, and is changing the way by which businesses market their goods and services to their customers (Morales, Sosa-Fey & Farias, 2017). A common business problem is that business leaders are not using social media to improve customer engagement, resulting in lost potential profits. A specific business problem is that some business leaders lack social media marketing strategies to increase customer engagement (Islam, Rahman & Connolly, 2021). The past decade has seen the development of complex, diverse and intensified interactions between companies and their customers through the use of social media. On one hand, companies use social media platforms to expand geographic reaching to buyers, strengthen brand evaluations, and create closer relationships with customers (Creevey, Coughlan & O'Connor, 2022). On the other hand, customers are increasingly empowered by using social media and controlling the marketing communication process and are becoming creators, collaborators, and interpreters of the messages sent by business companies. Alrawad et al, (2023) conducted a study titled customers' perception of the advantages and risks of online stores. A total of 558 participants in three countries (Jordan, Saudi Arabia and Kuwait) were selected as samples. The results showed that among the types of risks examined, only three had a significant impact on customers' purchase decisions: financial risk, information risk, and privacy risk. Regarding the moderating role of demographic variables, the analysis showed that previous experience has a significant moderating effect. Liu, Wang, Zhang & Qiao (2023) conducted a study on the effects of social media marketing activities on the travel behaviors of Generation Z in the tourism industry. The statistical population and the studied sample include 384 female tourists. The results showed that generation Z tourists were more sensitive to the four characteristics of social media marketing activities (entertainment, stylishness, interaction, and word of mouth) when choosing destinations, and were more willing to pay more to visit than others. Yazdani Kachuei, Korhani, & Kosari (2021) conducted a study entitled Investigating the impact of social media marketing on brand loyalty with the mediating role of trust and brand equity in the banking industry. 384 acceptable samples were collected by simple random sampling. Research results shows that social media marketing has an effect on brand loyalty with the mediating role of trust and brand equity, that is, if the bank tries to create content in the virtual space and through it they can attract the attention of the audience in those platforms and encourage readers to share It among the social media, as a result, the loyalty of the bank's customers will be improved. Methodology This research is in the field of developmental-applicable in terms of purpose, and it is a qualitative-exploratory research method, which, by means of the qualitative approach of dimensions, components and indicators effective on social media marketing, is identified and design a research model. To design the model, a group of social media marketing experts, online store managers and social media marketing managers have been selected and interviewed. The reason for choosing this community is the dominance of experts on the concept of marketing and knowledge of its status, and having experience and knowledge and responsibilities related to social media marketing and increasing sales in online stores. Therefore, sampling has been done using the snowball method. The sampling of experts in this research has been carried out until the discovery and analysis process reaches the theoretical saturation point; by conducting 10 interviews. In this research, database theory was used for data analysis. In this regard, the content of the interviews was conducted in three stages of open coding, central coding and selective coding. Data analysis in the qualitative section has been done using Maxqda v.20 software. Discussion and Results In the research process, after collecting data and analyzing and interpreting them, it is time to present the model, conclusion and summarizing the research. In the first step, by examining the current situation, the obtained data are classified into 6 main categories. According to the professors and experts, all indicators obtained from the qualitative analysis of 10 interviews; including 11 categories and 52 indicators, have been used to formulate the native model of social media marketing for online stores. Based on the secondary coding results of the research, the indicators of considering sufficient capital to start a business, the costs of supplying goods and various items, SEO, site design and optimization and etc., producing trust in the internet and virtual space, providing comprehensive and complete information in the case of store products as contextual categories, information and communication technology, time management and cost management as categories of causal conditions, indicators of widespread advertising in social networks, providing after-sales services (providing services before, during and after purchase), long-term strategy or planning (rather than considering short-term and temporary profits), planning to publish content on social networks, listening and interacting with customers (by receiving comments, opinions and complaints from customers), analyzing marketing performance as the central phenomenon category, the use of expert manpower and the use of influential people (influencers) as the category of strategies and actions, sanctions and economic problems, and risk management as the category of intervening conditions, indicators of brand awareness, brand association, perceived quality, brand loyalty, repetition of virtual purchases, fanatical shopping behavior, reduction of search time and continuous use of social network, positive word-of-mouth advertising, customer satisfaction were selected as the categories of outcomes in developing the local social media marketing model of online stores. Conclusion These findings show that if the native social media marketing model of online stores is formulated correctly, it can have a positive effect on the buying behavior of customers; a problem that has already been mentioned by many researchers (Chatterjee & Kar, 2020; Creevey, et.al, 2022; Harb, et.al, 2019; Nian & Sundararajan, 2022). It is recommended that in other researches, the effect of endorsement by famous people to brand online stores should be investigated separately.  It is suggested to evaluate the impact of economic sanctions on the performance of domestic online businesses in a separate research format. It is suggested to develop a model related to social media marketing of online stores using metacombination method in future researches.

Abstract Extended Abstract
Abstract
The present study examines the effects of consumer-based commercial branding of private banking brands on customers' emotional commitment. The results were obtained by examining the customer opinions of six private banks: Pasargad, Parsian, Eghtesad Novin, Karafarin, Saman and Sarmayeh. The research method was descriptive which was performed by survey method. The sample size of the research was 384 people, which was obtained by means of Cochran's formula based on an unknown statistical population. Sampling method was available. Data analysis was performed based on standard questionnaires. The validity of the questionnaires was evaluated based on content validity using experts' opinions, formally based on the views of a number of statistical and structural communities by factor analysis method, and validity was confirmed. The reliability of the questionnaires was estimated by Crunbach Alpha, respectively branding was 0.849, consumer behavior was 0.851 and emotional commitment was 0.733. Data analysis was performed at two levels of descriptive statistics and inferential statistics including structural equation modeling. The results showed that bank branding had an effect on consumer behavior with an impact factor of 0.67, consumer behavior had an effect on customer emotional commitment with an impact factor of 0.76, bank branding had an impact on customer emotional commitment with an impact factor of 0.48. On the other hand, bank branding indirectly had an effect on the customer emotional commitment with an impact factor of 0.50. In other words, consumer behavior has played a mediating role in the impact of bank branding on customer emotional commitment. Ultimately, it can be said that the dimensions of branding according to the power of effect on the consumer behavior are: perceived value, brand loyalty, brand image, brand performance, brand trust, brand compatibility.
Introduction
The globalization of the service industry and the free international economy have forced service companies and institutions to continuously upgrade and improve their competitiveness (Shokoohyar & et al, 2017), hence service companies such as financial and credit institutions have recently put more attention to customers on their agenda in order to improve these capabilities (Nadaf & et al, 2016). Financial experts believe that brand can create more value than usual, and the value of a branded product is higher than a non-branded one (Bozorg Khoo & et al, 2018). On one hand, because of the presence of competitors, new comer's threat, bargaining power and increasing level of consumer expectations, increasing technology upgrades, the use of new methods of production and service delivery have made the competition field of business more sophisticated than before. Therefore, in order to increase the awareness and provide productions to the customers and ultimately expand the market field; the organizations are bond to use new approaches (Roosta & et al, 2018). Branding is one of the ways to achieve this goal and brands play a special role in the development of cultures, business and individual decisions (Shirkavand & et al, 2017). Branding is a set of methods that give identity to a brand and distinguish it from other competitors. A successful brand is often synonymous with credibility and possesses significant intangible value. The results of brand modeling show that the perception of a brand leadership is actually more important than its uniqueness (Park, 2014). Emotional commitment to the brand has been described as the relative strength of the consumer's positive feelings toward a brand. In the marketing science, emotional commitment to brand is the continuous tendency of consumer to follow the relationship with the brand in such a way that the consumers normally like to establish a close emotional connection with the brand in which it has created a sense of joy and happiness (Momen & et al, 2015). The importance of emotional commitment is considered both to maintain and to develop relationships, because it creates a positive interaction between the company and the company's customers (Shahtahmasbi & Mazarei, 2020). As it is obvious, one of the characteristics of the Iranian banking industry is the great similarity of services provided by different banks. Banks have almost the same service portfolio so that the customer is not able to completely discriminate between banking services. Innovation in one bank is quickly applied in other banks. This intensity of new services by other banks has reached even less than a week. In such a situation, mental perceptions and attitudes strongly affect the way information interpretation and the type of behavior explanation towards a bank's marketing plans. (Abbaszadeh & etal, 2019) Therefore, the main issue of the present study is to examine the factors affecting and recent branding in the banking industry and the answer to the question that what effect branding of private banks with a focus on consumer behavior has on customers' emotional commitment?
Theoretical literature
branding
Branding is adding the power of a brand to products and services. The product of the branding process is the creation of distinctions. Branding shapes the mental structures of consumers and helps them to organize information about products and services in a way that Have a clear purchase decision and be valuable to the company (Karimian & eyal, 2019).
Customer emotional commitment
Emotional commitment to the brand is derived from the customer's feelings, which indicates the customer's emotional relationship with the brand, and consists of the customer's judgment and mentality about the board, regardless of its functional and instrumental features; and when the customer intends to repeat the purchase, evaluation plays a special role (Khodabandeh & Lindh, 2021). Emotional commitment also refers to attachment along with people's desire and then includes loving the relationship. When customers are emotionally committed to the provider of products and services, they, in fact, love the service provider psychologically and it is considered desirable for them in relation to him (Sharma & et al, 2020).
Mohajer (2021) conducted a study entitled Luxury Hotel Branding focusing on consumer behavior and brand equity. The statistical population was tourists staying in luxury hotels in Macau. Survey method and sampling method were available. The results showed that all four CBBE elements had a positive relationship with brand attitude and three of them directly on the willingness to buy. The tendency to buy is the interface between the four elements of CBBE and the intention to buy, and brand performance moderates the relationship between the brand attitude and the intention to buy.
Norouzi & et al (2021) conducted a study entitled assessing the effective factors on branding in Saipa Automotive Company using meta-analysis research method. The statistical sample included Saipa Automotive Company experts who were selected by available sampling method. Based on meta-analysis findings among brand personality outcomes, best variables of brand impact; customer satisfaction, communication quality, brand development, perceived value, brand loyalty, customer lifetime value and brand equity had the greatest effect.
Baghaienia & et al (2021) conducted a study entitled Analysis of effective factors in the internal branding of hotels in Yazd with a qualitative approach. The statistical sample was the executives of hotels in Yazd who were selected by purposive sampling. The results showed that the set of effective factors in domestic branding from the perspective of hotel executives includes training, monitoring, effective communication, effective meetings, customer orientation, leadership, selection and employment, compensation of services and quality of working life.
Methodology
The present study is applicable in terms of purpose, and descriptive correlative (structural equation modeling) in terms of data analysis. The statistical population of the present study consisted of all customers of six private banks of Pasargad, Parsian, Eghtesad Novin, Karafarin, Saman and Sarmayeh. Considering that the statistical population of the present study is unlimited, the statistical sample size of the research was 384 based on Morgan table. In this study, 384 questionnaires were distributed among customers using available sampling method. The standard branding questionnaire (Wahyuni ​​& et al, 2019) was used to collect data. This questionnaire included 19 items and six components of brand loyalty, brand compatibility, perceived value, brand performance, brand trust and brand image. Consumer behavior variable was analyzed according to the standard questionnaire of Mothersbaugh & et al, (2020). This variable included 6 items and two components of tendency to change the brand and verbal recommendations. The variable of customer emotional commitment was analyzed by the Masternd questionnaire (Iglesias & et al, 2019), which includes 6 items.
Discussion and Results
In this research, the structural equation model has been used to brand private banks with a focus on consumer behavior and emotional commitment. The results of the first hypothesis showed that the power of the bank's branding effect on consumer behavior was equal to (0.67) which shows that the correlation is favorable. Significance statistic of the test was obtained 7.65, which is more than the critical value of t at the error level of 5% (1.96) and shows that the observed correlation is significant. The second hypothesis showed that the strength of the effect of consumer behavior on customer emotional commitment is equal to (0.76), which shows that the correlation is desirable. Significance statistic of the test was obtained (8.74), which is more than the critical value of t at the error level of 5% (1.96) and shows that the observed correlation is significant. The third hypothesis showed that the strength of the effect of bank branding on customer emotional commitment is equal to (0.48) which shows that the correlation is favorable. Significance statistic of the test was obtained (5.46), which is more than the critical value of t at the error level of 5% (1.96) and shows that the observed correlation is significant. The fourth hypothesis showed that the power of direct impact of bank branding on customer emotional commitment was equal to (0.48). Significance test was also obtained (5.46). The power of indirect effect of bank branding on customer emotional commitment was calculated equal to (0.50). Considering that the power of indirect path is more than direct path, so the variable of consumer behavior has a mediating role in this regard.
Conclusion
The power of indirect effect of bank branding on customer emotional commitment was calculated equal to (0.50). Considering that the power of indirect path is more than direct path, so the variable of consumer behavior has a mediating role in this regard. Strong brands, always in the direction of promotion, strive for a deep relationship with consumers (Park & ​​Kim, 2016). Maintaining a deep commitment to repeat purchases or reuse of services and continuously changing customer behavior in the future leads to change in customer behavior (Oliver, 2014) Loyalty is recognized as a strong commitment of repurchasing a superior product or service in the future (Buttle & Malkan, 2015) so that the same brand is purchased despite the potential marketing efforts and effects of competitors. From a relational perspective, the extension of customer retention leads to their loyalty and emotional commitment (Heding & et al, 2015). These results are consistent with the findings Mazraeh & et al (2021), and Yousf & Khurshid (2021).
In addition to tangible assets, bank managers must have a comprehensive plan for branding as intangible assets. According to the research results, brand performance has been identified as an improving point for banks in terms of branding; therefore, factors such as modern equipment and innovation in banking services and bank compatibility with customer conditions should be paid more attention. Banks also try to provide plans that guarantee the interests of customers and also provide services to them in the shortest possible time; therefore, to improve this index, bank managers in the field of branding should pay serious attention to financial and non-financial factors of customer value. The results show that managers should pay special attention to the dimensions of consumer behavior; including high-level advising others has a significant importance. Due to the obstacles and limitations of any research, the main limitation in the present study was the coordination with the managers and experts of the banking network to distribute the questionnaire and its time-consuming process. In the present study, branding in the banking network is with a consumer behavior approach. Therefore, future researchers are advised to study branding with social approaches as a focal point in social interactions; and also, obtain the dimensions of branding through interviews with key customers in order to achieve these factors from the perspective of these customers.