Document Type : Original Article (Mixed)
Authors
Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
Abstract
The aim of the current research is to present a model of customer participation with brands in social networks with an emphasis on cultural differences. According to its purpose, the research method is practical and in terms of execution method, it is mixed (qualitative-quantitative) and in terms of exploratory nature and in terms of information gathering and analysis method, this research is descriptive and survey type. The statistical population in the qualitative part includes 10 experts from the scientific community and academic specialists and experts of the top 500 companies in Iran based on the ranking of the Industrial Management Organization, who were selected purposefully, and in the quantitative part, it includes the managers of the top 500 companies in Iran based on the ranking of the management organization It is industrial and the statistical sample will be selected from among the companies that have active accounts in social networks. It was considered as the statistical population and based on Cochran's formula, 217 people were selected as a sample by random sampling method. Data analysis in the qualitative section is based on the content analysis method, and in the quantitative section, SPSS and PLS software are used. The results of the qualitative part show that this research includes 14 dimensions and 30 components, and the results of the quantitative part show that the dimensions and components of customer engagement with brands have an impact on social networks with an emphasis on cultural differences. Also, the results show a strong and very good fit of the model.
Keywords
- Keywords: customer participation
- brand
- social networks
- cultural differences
- marketing strategy
- competitive advantage
Main Subjects
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