ROLE OF SOCIAL NETWORKS WEBSITES IN IMPROVEMENT OF CUSTOMER RELATIONSHIP AND BRAND

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ROSHANDEL ARBATANI TAHER

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Journal Paper

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Journal: JOURNAL OF BUSINESS MANAGEMENT Year:2016 | Volume:8 | Issue:3 Page(s): 587-606

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Information Journal Paper

Title

ROLE OF SOCIAL NETWORKS WEBSITES IN IMPROVEMENT OF CUSTOMER RELATIONSHIP AND BRAND

Author(s)

ROSHANDEL ARBATANI TAHER | Issue Writer Certificate

Keywords

BRAND COMMUNITIESQ1

BRAND LOYALTYQ2

RELATIONSHIP MARKETINGQ1

SOCIAL MEDIAQ2

Abstract

Brand has been considered as one of the most important intangible assets of organizations. Development of relationship between customer and brand has transformed to one of the most important strategies of the organizations which raise effective results for them. This research intends to examine role and effect of social websites on development of customer relationship and brand in firms listed in computer equipment and laptop sale across Tehran. There are 11 hypotheses in the present research which the required data were collected from sample size (127) using questionnaire. This research has been conducted using structural equations and analyzed using partial least squares regression. Findings of research indicate positive effect of websites on increasing trust and loyalty to brand by customer. Hence, creation of communities for brand is given the priority in marketing activities. Creation and development of close, strong and stable relationship with customer will be among the priorities of these programs that can assist for improvement and loyalty of brand quality.

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APA: Copy

ROSHANDEL ARBATANI, TAHER. (2016). ROLE OF SOCIAL NETWORKS WEBSITES IN IMPROVEMENT OF CUSTOMER RELATIONSHIP AND BRAND. JOURNAL OF BUSINESS MANAGEMENT, 8(3 ), 587-606. SID. https://sid.ir/paper/140313/en

Vancouver: Copy

ROSHANDEL ARBATANI TAHER. ROLE OF SOCIAL NETWORKS WEBSITES IN IMPROVEMENT OF CUSTOMER RELATIONSHIP AND BRAND. JOURNAL OF BUSINESS MANAGEMENT[Internet]. 2016;8(3 ):587-606. Available from: https://sid.ir/paper/140313/en

IEEE: Copy

TAHER ROSHANDEL ARBATANI, “ROLE OF SOCIAL NETWORKS WEBSITES IN IMPROVEMENT OF CUSTOMER RELATIONSHIP AND BRAND,” JOURNAL OF BUSINESS MANAGEMENT, vol. 8, no. 3 , pp. 587–606, 2016, [Online]. Available: https://sid.ir/paper/140313/en

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