Developing a Model for Customer Brand Engagement on Social Media

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DEHDASHTI SHAHROKH ZOHREH; Mohammadian Mahmoudi Tabar Mahmoud; KEIMASI MASOUD; Sajedifar Ali Asghar

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Journal Paper

Paper Information

Journal: JOURNAL OF BUSINESS INTELLIGENCE MANAGEMENT STUDIES Year:2019 | Volume:8 | Issue:29 Page(s): 0-0

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Information Journal Paper

Title

Developing a Model for Customer Brand Engagement on Social Media

Author(s)

DEHDASHTI SHAHROKH ZOHREH | Mohammadian Mahmoudi Tabar Mahmoud | KEIMASI MASOUD | Sajedifar Ali Asghar | Issue Writer Certificate

Keywords

Customer Brand Engagement

Social Media

Loyalty

content analysis

Abstract

Rapid developments of the internet and the increasing growth of Social Media have provided new opportunities for today's businesses. Using these media, organizations can build up deep and lasting relationships with their customers. Moreover by engaging customers with their brand, they can create positive outcomes for themselves, customers and society. Accordingly, this study seeks to identify Antecedents, dimensions, and consequences of customers brand engagement in Social Media in the banking industry. In order to achieve the goal, In-depth interviews were conducted with customers who following one or more banks on Social Media, and data analysis was performed by using content analysis method. The results of the research were presented in a research model consisting of three divisions of Antecedents (individual, organizational and media), consequences (individual, organizational and social) and dimensions of customers brand engagement. Finally this study provided suggestions to use these media to engage customers.

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APA: Copy

DEHDASHTI SHAHROKH, ZOHREH, Mohammadian Mahmoudi Tabar, Mahmoud, KEIMASI, MASOUD, & Sajedifar, Ali Asghar. (2019). Developing a Model for Customer Brand Engagement on Social Media. JOURNAL OF BUSINESS INTELLIGENCE MANAGEMENT STUDIES, 8(29 ), 0-0. SID. https://sid.ir/paper/743126/en

Vancouver: Copy

DEHDASHTI SHAHROKH ZOHREH, Mohammadian Mahmoudi Tabar Mahmoud, KEIMASI MASOUD, Sajedifar Ali Asghar. Developing a Model for Customer Brand Engagement on Social Media. JOURNAL OF BUSINESS INTELLIGENCE MANAGEMENT STUDIES[Internet]. 2019;8(29 ):0-0. Available from: https://sid.ir/paper/743126/en

IEEE: Copy

ZOHREH DEHDASHTI SHAHROKH, Mahmoud Mohammadian Mahmoudi Tabar, MASOUD KEIMASI, and Ali Asghar Sajedifar, “Developing a Model for Customer Brand Engagement on Social Media,” JOURNAL OF BUSINESS INTELLIGENCE MANAGEMENT STUDIES, vol. 8, no. 29 , pp. 0–0, 2019, [Online]. Available: https://sid.ir/paper/743126/en

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