پیوندهای مفید
آمار
| تعداد نشریات | 22 |
| تعداد شمارهها | 713 |
| تعداد مقالات | 10,261 |
| تعداد مشاهده مقاله | 72,034,463 |
| تعداد دریافت فایل اصل مقاله | 63,789,841 |
Presenting customer participation model in brand virtual communities (Case Study: Mellat Bank) | ||
| International Journal of Nonlinear Analysis and Applications | ||
| مقاله 9، دوره 15، شماره 7، مهر 2024، صفحه 83-92 اصل مقاله (385.2 K) | ||
| نوع مقاله: Research Paper | ||
| شناسه دیجیتال (DOI): 10.22075/ijnaa.2022.26613.3366 | ||
| نویسندگان | ||
| Ehsan Navaei Shirazi1؛ Hakimeh Niki Esfahlan* 2؛ Hossein Qarabiglo3؛ Samad Aly1؛ Reza Rostamzadeh4 | ||
| 1Department of Business Administration, Tabriz Branch, Islamic Azad University, Tabriz, Iran | ||
| 2Department of Management, Hadishehr Branch, Islamic Azad University, Hadishehr, Iran | ||
| 3Department of Management, Ajab-Shir Branch, Islamic Azad University, Ajab-Shir, Iran | ||
| 4Department of Management, Urmia Branch, Islamic Azad University, Urmia, Iran | ||
| تاریخ دریافت: 25 دی 1400، تاریخ بازنگری: 02 فروردین 1401، تاریخ پذیرش: 22 فروردین 1401 | ||
| چکیده | ||
| The growth of brands' activity and investment in cyberspace has provided a good opportunity to increase customer participation. Achieving this partnership requires a codified and indigenous model, and the present study was conducted to provide a model of customer participation in the brand's virtual communities. This study is considered as basic research in terms of purpose and has been done with a cross-sectional survey approach. Since quantitative and qualitative methods are used, it is considered as mixed research. The statistical population included theoretical experts (marketing professors) and experimental experts (Mellat Bank managers). Purposeful sampling was used for sampling and it continued until theoretical saturation was achieved. Finally, the views of eleven experts were used. MaxQDA theme analysis software and software were used to identify the underlying categories of customer participation. Structural-interpretive method and MicMac software were used to present the template. Findings showed that the correct understanding of virtual brand communities and customer characteristics are the basic components that affect the strategic planning of branding and management of information and communication technology. These factors, in turn, affect sensory branding and the provision of banking website services and leading to customer engagement and their satisfaction and trust. Finally, in the shadow of customer trust and satisfaction, customer participatory behavior can be achieved. | ||
| کلیدواژهها | ||
| Customer Participation؛ Virtual Brand Communities؛ Bank Mellat؛ Mixed Approach | ||
| مراجع | ||
|
[1] M. Alwani and H.assan. Budlai, Phenomenology in entrepreneurship studies, Iran. J. Manag. Sci. 5 (2012), no. 19, 33–61. [2] L. Andrew, E. Special, and M. Saidnia, The impact of customer participation on the company’s social networks on customer relationship considering the customer value creation mediator, Iran. Rubber Ind. J. 24 (2020), no. 98, 95–109. [3] M. Blut, N. Heirati, and K. Schoefer, The dark side of customer participation: When customer participation in service co-development leads to role stress, J. Serv. Res. 23 (2020), no. 2, 156–173. [4] J. Breitsohl, H. Roschk, and C. Feyertag, Consumer brand bullying behaviour in online communities of service firms, Service Business Development: Band 2. Methoden–Erlosmodelle–Marketinginstrumente, 2018, pp. 289–312. [5] C. Buzeta, P. De Pelsmacker, and N. Dens, Motivations to use different social media types and their impact on consumers’ online brand-related activities (COBRAs), J. Interact. Market. 52 (2020), 79–98. [6] H. Danaeifard, M. Alwani, and A. Azar, Qualitative Research Methodology in Management: A Comprehensive Approach, Saffar Publications, 2014. [7] S.O. de Almeida, D. Scaraboto, J.P. dos Santos Fleck, and M. Dalmoro, Seriously Engaged Consumers: Navigating Between Work and Play in Online Brand Communities, J. Interact. Market. 44 (2018), 29-42. [8] Z. Dehdashti Shahrokh, V. Nasehi, M. Haghighi, and P. Behyar, Factors affecting consumer participation in virtual communities, Iran. Manag. Sci. 7 (2016), no. 3, 51–75. [9] A. Essamri, S. McKechnie, and H. Winklhofer, Co-creating corporate brand identity with online brand communities: A managerial perspective, J. Bus. Res. 96 (2019), 366–375. [10] O.R. Holsti, Content Analysis for the Social Sciences and Humanities, MA: Addison-Wesley, 1969. [11] C. Homburg, L. Ehm, and M. Artz, Measuring and managing consumer sentiment in an online community environment, J. Market. Res. 52 (2015), no. 5, 629–641. [12] H. Hosseini and M. Mohebani, Investigating the factors affecting customer focus of online retail companies in Tehran, J. Contemp. Res. Sci. Res. 2 (2020), no. 12, 54–71. [13] R. Jalali, Sampling in qualitative research, J. Qualit. Res. Health Sci. 1 (2012), no. 4, 310–320. [14] H. Kaur, M. Paruthi, J. Islam, and L.D. Hollebeek, The role of brand community identification and reward on consumer brand engagement and brand loyalty in virtual brand communities, Telemat. Inf. 46 (2020), 101321. [15] M. Khalil, Investigating the impact of brand loyalty on customer engagement in virtual communities (Case study of Domino Company), Master Thesis, Nima Institute of Higher Education, Faculty of Humanities, 2015. [16] K.N. Lemon and P.C. Verhoef, Understanding customer experience throughout the customer journey, J. Market. 80 (2016), no. 6, 69–96. [17] C. Maia, G. Lunardi, A. Longaray, and P. Munhoz, Factors and characteristics that influence consumers’ participation in social commerce, Rev. Gest˜ao 25 (2018), no. 2, 194–211. [18] J. Marbach, C. Lages, D. Nunan, and Y. Ekinci, Consumer engagement in online brand communities: the moderating role of personal values, Eur. J. Market. 53 (2019), no. 9, 1671–1700. [19] H. Mirfakhreddin and A. Shabani, Customer participation in new product development, Bus. Manag. Res. Quart. 8 (2016), no. 16, 121–140. [20] M. Naderifar, H. Goli, and A. Qaljaei, Snowball a targeted method in qualitative research sampling, J. Dev. Steps Med. Educ. 14 (2017), no. 41, 101–121. [21] M.M. Panahi, The effect of customer participation on customer satisfaction with the mediating role of stress, Quart. J. New Res. Manag. 4 (1399), no. 28, 33–41. [22] V. Ramaswamy and K. Ozcan, What is co-creation? An interactional creation framework and its implications for value creation, J. Bus. Res. 84 (2018), 196–205. [23] H. Ranjbar, A. Haqdoost, and M. Salsali, A. Khoshdel, Sampling in qualitative research: A guide to getting started, Health Military Sci. Res. 2 (2011), no. 3, 238–250. [24] R. Rietveld, W., van Dolen, M. Mazloom, and M. Worring, What you feel, is what you like influence of message appeals on customer engagement on Instagram, J. Interact Market 49 (2020), 20–53. [25] S. A. Sajjadi, A. Qaraati, and M. Heidari, The role of social media in marketing and the impact on organizational structure, J. Media Stud. 10 (1394), no. 1, 127–143. [26] C. Storey and C. Larbig, Absorbing customer knowledge: how customer involvement enables service design success, J. Serv. Res. 21 (2018), no. 1, 101–118. [27] Q. Wang, Y. Jiang, C. Liao, and Y. Yang, Effects of Customer Referral Programs on Mobile App Stickiness: Evidence from China Fresh E-Commerce, Int. Conf. Manag. Sci. Engin. Manag., Springer, Cham., 2019, August, pp. 376–389. [28] S. Wei, T. Ang, and V. E. Jancenelle, Willingness to pay more for green products: The interplay of consumer characteristics and customer participation, J. Retail. Consum. Serv. 45 (2018), 230–238. [29] P. Zaborek and J. Mazur, Enabling value co-creation with consumers as a driver of business performance: A dual perspective of Polish manufacturing and service SMEs, J. Bus. Res. 104 (2019), 541–551. [30] L. Zollo, R. Filieri, R. Rialti, and S. Yoon, Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience, J. Bus. Res. 117 (2020), 256-267 | ||
|
آمار تعداد مشاهده مقاله: 13,525 تعداد دریافت فایل اصل مقاله: 17,741 |
||