mahmoud khanzadeh; pejman jaafari; farhad ghaffari
Abstract
The purpose of this study is to recognize effective factors on establishment and strengthening brand and consumer relationships in new social networks and the impact of these relationships on brands. Statistical population of this study is the users of social network, who are followers of the brand communities ...
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The purpose of this study is to recognize effective factors on establishment and strengthening brand and consumer relationships in new social networks and the impact of these relationships on brands. Statistical population of this study is the users of social network, who are followers of the brand communities of food - beverage and cosmetic-beauty industries. Using the three criteria including maximum follower, highest level of engagement, and the amount of activity in the social media, brands of My, Ash, Saharkhiz Saffron and Tekdaneh were selected to be studied. The research method is set in two qualitative and quantitative partss. In analysis stage, through constant comparison process, open, axial and selective coding, Concepts, categories and themes were organized, In the following, using the correspondence analysis, the relationship between extracted themes and demographic variables were found out and native model of relations was introduced. then, in quantitative approach, with performing two quantitative studies in food-beverage and cosmetic-beauty industries using structural equation modeling and hierarchical regression, conceptual model resulting from qualitative study was examined. Findings revealed that motivations of social, functional, monetary, brand related and hedonic are as factors influencing the in creation of interactions between brands and consumers, which are influenced by demographic variables. Also, research findings showed that active participate in social media lead to the creation of trust, commitment, intention to purchase and positive word of mouth.
Mohammadreza Anvari; seyedali rahmanzadeh; mohammadbagher tajedin; sarvenaz torbati
Abstract
The present study in terms of goals, is applicable, and in terms of nature and type of study is among qualitative research and a interpretative study that by using the phenomenological research strategy of “Van Mennen”, we seek to explain the essence of experience of the phenomenon ofstudents' ...
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The present study in terms of goals, is applicable, and in terms of nature and type of study is among qualitative research and a interpretative study that by using the phenomenological research strategy of “Van Mennen”, we seek to explain the essence of experience of the phenomenon ofstudents' Political Culture in Social Networks. The research study field included students from Tehran Science and Research Branch, and sample selection continued until theoretical saturation of data and reached 21 people. After analyzing the data, the main themes and several sub-themes were obtained, which in total showed that the role of intellectuals as knowledgeable people in society, whether in civil institutions and social organizations , and in the state of belonging to parties and political parties, has been publicly affecting the political culture of society in some form and promoting political culture of societyand enhances the social and political consciousness of students. Ultimately, national thinking and emotion will be formed.
Hossein Hassani; Abdolhossein Kalantari
Abstract
The objective of the paper is to study lived experience of Iranian Instagram users. The forming of specific kind of interactions has established by special features of the social media. The features embedded new experiences in the everyday routines of the active users; so the authors concentrated who ...
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The objective of the paper is to study lived experience of Iranian Instagram users. The forming of specific kind of interactions has established by special features of the social media. The features embedded new experiences in the everyday routines of the active users; so the authors concentrated who are since long time active in this social media. Interpretive phenomenology approach and semi-structured interview has been used to understanding the deep meanings of their experiences. Concentrating on experienced users with at least two years of membership, totally, sixteen participants have been interviewed. Thematic analysis has been used for analyzing participants’ answers. Analysis of the data identified different themes such as like as appreciation and creation of social relationship; comment as dialogue field; the importance of affluence of users; and lack of formation of real friendships. In sum, regarding increasing blurring of real and cyber life differences, one must not ignore consequences of cyber experiences such as inclusion and exclusion on real life. Furthermore, any interruption in the everyday practices of Instagram users could lead to negative social and psychological consequences.
