Volume 14, Issue 53 (Winter 2025)
IUESA 2025, 14(53): 49-65 |
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sahebgharani M M, Darziyan Rostami H, Shahmansouri B. Analyzing the Factors affecting the Formulation of Business Branding in Social Networks (Case Study: Vitana Company). IUESA 2025; 14 (53) :49-65
URL: http://iueam.ir/article-1-2241-en.html
URL: http://iueam.ir/article-1-2241-en.html
1- , Has.Darziyan_Rostami@iauctb.ac.ir
Abstract: (34 Views)
Abstract
The current research was conducted with the aim of identifying the factors influencing the development of business branding in social networks. The mixed research method includes qualitative and quantitative methods. In the qualitative part, the statistical population consists of communication professors and managers of biscuit and chocolate production companies in Tehran. In addition, a small part of the statistical population includes Instagram social media users who follow the page related to Vitana company. In the qualitative part of the research, the purposeful sampling method was used. In total, by selecting nine people, theoretical saturation has been achieved. Also, in the quantitative part of the research, 388 questionnaires were analyzed. In order to collect the sample, the available sampling method was used.
The qualitative findings of the research show that continuous advertising at the level of social networks, presence in all active customer platforms, modeling of successful networks, establishing an interactive relationship with customers, producing attractive content, reflecting users' opinions, creating attractive content Targeted and planned advertising, application creation, digital marketing, presence in all active customer platforms are considered as the most important factors affecting the formation of business branding in social networks. In addition, the results of the quantitative part of the research show that there is a direct and meaningful relationship between users' awareness of the brand, brand association, perceived quality of the brand, brand loyalty, users' attitude towards brand behavior and business branding in social networks. There is.
The current research was conducted with the aim of identifying the factors influencing the development of business branding in social networks. The mixed research method includes qualitative and quantitative methods. In the qualitative part, the statistical population consists of communication professors and managers of biscuit and chocolate production companies in Tehran. In addition, a small part of the statistical population includes Instagram social media users who follow the page related to Vitana company. In the qualitative part of the research, the purposeful sampling method was used. In total, by selecting nine people, theoretical saturation has been achieved. Also, in the quantitative part of the research, 388 questionnaires were analyzed. In order to collect the sample, the available sampling method was used.
The qualitative findings of the research show that continuous advertising at the level of social networks, presence in all active customer platforms, modeling of successful networks, establishing an interactive relationship with customers, producing attractive content, reflecting users' opinions, creating attractive content Targeted and planned advertising, application creation, digital marketing, presence in all active customer platforms are considered as the most important factors affecting the formation of business branding in social networks. In addition, the results of the quantitative part of the research show that there is a direct and meaningful relationship between users' awareness of the brand, brand association, perceived quality of the brand, brand loyalty, users' attitude towards brand behavior and business branding in social networks. There is.
Type of Study: Research |
Subject:
General
Received: 2025/11/7 | Accepted: 2025/12/19 | Published: 2025/12/22 | ePublished: 2025/12/22
Received: 2025/11/7 | Accepted: 2025/12/19 | Published: 2025/12/22 | ePublished: 2025/12/22
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