1- INTRODUCTIONToday, BRAND ENGAGEMENT is considered one of the most influential marketing strategies. BRAND ENGAGEMENT creates a sustainable competitive advantage for companies and increases their performance. Therefore, companies seek appropriate strategies to improve customer ENGAGEMENT with their BRANDs. This research aimed to investigate the effect of corporate social responsibility on BRAND ENGAGEMENT regarding the mediating role of BRAND trust and BRAND identification in the hotel industry.2- THEORETICAL FRAMEWORKBRAND ENGAGEMENT is considered a crucial strategy in marketing literature. Various research has been done on BRAND ENGAGEMENT, but little has been done about the effects of corporate social responsibility, BRAND trust, and BRAND identification on BRAND ENGAGEMENT. Also, little research has investigated the role of BRAND trust and identification in the relationship between corporate social responsibility and BRAND ENGAGEMENT. Previous research has examined the direct relationship between corporate social responsibility and BRAND ENGAGEMENT and has rarely examined mediating variables in the relationship between these two variables. Therefore, this research seeks to investigate the effect of social responsibility on BRAND ENGAGEMENT with the mediating role of BRAND trust and identification in hotels in Ramsar, one of the most vital Iranian tourism destinations. This research tries to answer this research gap and provide a comprehensive model in this field. 3- METHODOLOGYThis study is applied cross-sectional research concerning the purpose and a descriptive survey regarding the data collection method. The population of this research includes the customers of Ramsar hotels, 300 of whom were selected as the statistical sample. The questionnaire's content, convergence, and divergence validity were confirmed. Also, its reliability was confirmed using Cronbach's alpha coefficient and composite reliability. In the descriptive part, SPSS 27 statistical software was exploited, and in the inferential part, structural equation modeling was conducted in SmartPLS 4 software to test the research hypotheses. 4- RESULTS & DISCUSSIONAccording to the research findings, corporate social responsibility has a positive effect on BRAND ENGAGEMENT, BRAND trust, and BRAND identification. Corporate social responsibility creates an emotional connection between the company and consumers. As a result, consumers feel like they are part of the company. Companies should have social responsibility strategies to build trust among consumers. If the organization participates in social responsibility activities, its identity and high values will be shown to customers. BRAND trust positively affects BRAND ENGAGEMENT and mediates the relationship between corporate social responsibility and BRAND ENGAGEMENT. The company's reliability makes the customers provide better information and have more relationships with the company. Additionally, BRAND identification positively affects BRAND ENGAGEMENT and mediates the relationship between corporate social responsibility and BRAND ENGAGEMENT. Companies should differentiate their products and services from their competitors so that customers will identify with the organization's BRAND. 5- CONCLUSIONS & SUGGESTIONSCompanies should strengthen social responsibility, BRAND trust, and BRAND identification to increase customer ENGAGEMENT with their BRAND. As a result, it is suggested that hotels observe their organizational social responsibility, give importance to environmental issues in their activities, support cultural and sports events, provide more job opportunities to people, put customers as their priority, fulfill their promises, produce high-quality products, take care of their customers and establish an emotional relationship with customers so that they identify themselves with the hotel. Also, hotels should perform their activities so that customers feel the hotel has the same identity as their identity. 

The purpose of this study is to investigate the impact of BRAND community on BRAND loyalty through the mediation of Customer Identification and Customer BRAND ENGAGEMENT. The present research is a descriptive-correlational and applied study. The statistical population is the customers of Hyperstar store and the sample size was calculated as 374 customers according to Cocaran's formula. Questionnaire was used to evaluate the research hypotheses and the relationships between variables. To evaluate the validity of the questionnaire, content validity method was used and to determine the reliability, Cronbach's alpha was used. In this research, to investigate the relationships and hypotheses, structural equation modeling and partial least squares methods were calculated using smartPLS software. The findings confirm all the hypotheses, in other words, the BRAND community has a positive and significant effect on BRAND loyalty through the mediation of Customer Identification and Customer BRAND ENGAGEMENT.

Customer BRAND ENGAGEMENT can boost loyalty and increase BRAND revenues. Therefore, it is necessary to identify factors affecting customer BRAND ENGAGEMENT (CBE). The purpose of this research is to utilize a qualitative approach with Emerging design of the grounded theory strategy to design Customer BRAND ENGAGEMENT model. In order to analyze the data, three-step coding (open, selective and theoretical coding) used. Also, the qualitative findings analyzed by MAXQDA software and finally Customer BRAND ENGAGEMENT paradigm model explained. The findings of the research show that to engage customers, five dimensions should be taken into consideration: "social media capabilities", "traditional media capabilities", "integration of social and traditional media capabilities", "Customer involvement with BRAND" and "Customer participation with BRAND". Also, customer satisfaction, trust, commitment, loyalty and attachment to BRAND are Consequences of CBE and BRAND managers can strengthen this important construct and take advantage by focusing on antecedents and dimensions of Customer BRAND ENGAGEMENT.

ObjectiveIf consumers have had an unfavorable BRAND experience, forgiveness has the ability to reduce, neutralize, or even replace the tension associated with negative emotions with positive emotions. Emotional and close relationships with the BRAND, such as love for the BRAND, can be effective in promoting BRAND forgiveness (Fcherin & Sampedro, 2019). Additionally, BRAND identity insulates consumers from the negative consequences of purchase regret by strengthening their remorse regulation and reducing behavioral discomfort. Furthermore, BRAND identity is an antecedent of BRAND love (Davvetas & Diamantopoulos, 201). Consumer BRAND identity can lead to customer interaction with the BRAND in virtual spaces by creating a of the development of customer-BRAND relationships. In fact, a psychological state emerges in the consumer that enables them to understand and feel the BRAND and value associated with a BRAND name (Zarrin Khat & Mirzaei, 2023). Using celebrity endorsers is one of most popular strategies employed by advertisers. Famous individuals can lend credibility to the BRAND in advertising, making competing BRANDs stand out and helping the BRAND become recognizable to consumers. BRAND forgiveness by consumers an important strategy for companies to improve and recover from service failures. In this context, the participation of the BRAND community in the virtual environment during a BRAND crisis has attracted the attention of companies and marketing researchers due to innovative technologies (Nikhashemi et al., 2023). The purpose of this research was to investigate the effect of endorser credibility on virtual BRAND community, consumer BRAND identification, BRAND love, and BRAND forgiveness, with the moderating role of attitude towards the BRAND.Research MethodologyThe present study is descriptive-survey research in terms of applied purpose and correlational in nature. The statistical population of this research consists of all Mac BRAND consumers in the virtual space, whose number is unknown and unlimited; based on Morgan table, a sample size of 384 was determined. The sampling method used in this research was non-probability sampling. The data collection tool was the questionnaire by Nikhashemi et al. (2023), consisting of 46 items. This study was compiled in three parts: introduction, demographic questions, and questions for measuring the main research variables. To measure BRAND forgiveness, there were 5 items; for virtual BRAND ENGAGEMENT, 3 items; for consumer BRAND identification, 6 items; for attitude towards the BRAND, 4 items; for trustworthiness, 4 items; for attractiveness, 4 items; for expertise, 4 items; and for BRAND love, 16 items. A five-point Likert scale was used to assess the variables. Given the standard nature of the questionnaire and the fact that its validity had already been established, it can be said that it has the necessary validity. However, to further determine the validity of the research questionnaire, the method of formal content validity was employed again. For this purpose, the questionnaire was provided to experts, professors, and specialists in the field of research, and they were asked to share their suggestions for corrections. After collecting comments and applying them, the final questionnaire was developed. The average variance extracted (AVE) was utilized to assess the validity of the questionnaire items. To measure the reliability of the research questionnaire, the common method of reliability assessment, Cronbach's alpha coefficient, was used. This coefficient was higher than 0.7 for all variables and equal to 0.927 for the entire questionnaire, indicating a good coefficient and showing the reliability of the research tool is at a desirable level. Additionally, the composite reliability coefficient (CR) was used to assess the reliability of the questionnaire and was found to be acceptable. SPSS software was employed to analyze the data in the descriptive statistics section, while Smart PLS 3 software was used in the inferential statistics section.FindingsIn this study, the dimensions of endorser (expertise, attractiveness, trustworthiness) were considered as independent variables, the BRAND forgiveness variable as a dependent variable, and attitude towards the BRAND as a moderating variable. BRAND love, virtual BRAND ENGAGEMENT, and consumer BRAND identification were mediator variables. Nineteen hypotheses were explained in this research, and data collected from all Mac BRAND consumers in the virtual space were used to analyze. The results showed that the trustworthiness and attractiveness of the famous endorser, as well as BRAND identification, have a significant effect on virtual BRAND community ENGAGEMENT; however, this effect was not significant for the dimension of expertise. Additionally, the expertise of the famous endorser had a significant effect on BRAND identification, but this effect was not significant for the trustworthiness and attractiveness dimensions. BRAND identification had a significant effect on BRAND love and BRAND forgiveness. Interaction with the virtual BRAND had a significant effect on BRAND love, but the effect of interaction with the virtual BRAND community on BRAND forgiveness was not significant It was also found that the effect of BRAND love on BRAND forgiveness is significant. Finally, the findings confirm the moderating role of BRAND attitude in the relationship between the trustworthiness and expertise of the famous endorser and BRAND identification concerning virtual BRAND community ENGAGEMENT, as well as the attractiveness of the famous endorser on BRAND identification.Discussion & ConclusionConsidering that the conceptual model of the research is designed based on the model of Nikhashemi et al. (2023), the innovation of this research lies in testing this model in a new statistical population. In addition to theoretical contributions, the study provides practical insights for managers in the cosmetics industry regarding potential BRAND-harm crises. Practitioners need to pay attention to the important role of all dimensions of source credibility as an essential ingredient in achieving favorable outcomes (e.g., consumer BRAND identification and virtual BRAND community ENGAGEMENT), particularly during a BRAND-harm crisis. This study demonstrated that the dimensions of source credibility can not only be considered as antecedents of consumer BRAND identification and, to some extent, virtual BRAND community ENGAGEMENT, but they can also be regarded as rapid BRAND recovery strategy during times of crisis. For instance, source credibility, as a marketing communication strategy, can be used to signal BRAND and firm quality. In other words, signals conveyed and communicated via a credible source (e.g., trustworthiness, expertise, attractiveness) differ from other marketing mix elements and impact consumer behavioral outcomes and judgments.

The purpose of this research is to investigate BRAND loyalty through BRAND ENGAGEMENT in online social networks. Hereon, customer relations with the BRAND and with the social network were examined as antecedents of BRAND ENGAGEMENT in cyberspace. We also examined the three dimensions (cognitive, emotional and behavioral) affinity of customers. Instagram users were considered as study population. The sample were students of Tarbiat Modarres University whom were active on Instagram and followed a BRAND and had purchases from it. The research is descriptive, and correlational in terms of purpose and data collection method, respectively. After studying the related literature, a researcher-made questionnaire was prepared and distributed in two forms (paper and electronic) among participants. Finally, 370 received responses were applicable for analysis. In order to analyze the data and test the hypotheses, SPSS and Smart PLS software, the structural equation method and confirmatory factor analysis have been used. The results on the customer-BRAND relationship with customer BRAND ENGAGEMENT hypothesis, showed that the more customers would be satisfied and identified with the BRAND, the more engaged with the BRAND in the social network. Also, the positive impact of customer relationship with the social network on the customers' ENGAGEMENT with the BRAND in social networks has been confirmed. Finally, the results showed that customers' ENGAGEMENT with BRAND in the online social network has a positive and direct effect on customers' BRAND loyalty.

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.

Nowadays, social BRAND ENGAGEMENT is considered as a vital elements and an important issue in marketing and management fields, since it increases the awareness of BRAND and also its credibility among audiences. In such a way that it creates a credible and meaningful relationship with customers that at last they became the supporters of such BRAND. Therefore, this study was to review the issue of social BRAND ENGAGEMENT through user-generated contents using meta-synthesis method during 2010-2024, systematically. This study made use of documentary method to gather data and population consisted of all internal and external related studies in authentic journals. To evaluate the quality of researches, we made use of Critical Appraisal Skills Program (CASP) and to maintain the quality of meta-synthesis, we made use of Kappa index that the Kappa agreement coefficient of the themes was 0.879 indicating the level of good agreement and reliability of the results. Findings showed that 62 codes and 7 themes were identified including “the use of strategies to increase user participation in UGC, the use of user content in UGC in marketing campaigns, harnessing the power of customer testimonials, creating compelling challenges and contests, using and creating a community around the BRAND, analyzing the impact of UGC and paying attention to the intersection of legal considerations and ethical procedures in the field of UGC campaigns for the formation of social BRAND ENGAGEMENT” and 2 dimensions have been identified including “the development of the process of using UGC and the internalization of UGC in the formation and increase of social BRAND ENGAGEMENT”. Therefore, regular disclosing BRAND-related contents and creating effective communication channels between the firm and customers on social media can lead to social BRAND ENGAGEMENT.

The growing trend of using digital media for BRANDing purposes shows that, in the near future, many companies will spend most of their advertising budget on digital media. In order to evaluate these digital marketing communication e, orts, it is vital to develop some practical indicators such as consumers' ENGAGEMENT with BRANDs in the digital environment. Digital marketing professionals frequently talk about consumers' ENGAGEMENT and consider ENGAGEMENT as one of the most important indicators for evaluating BRANDing activities performed in digital media. However, there is no agreement regarding the de, nition of ENGAGEMENT. This study offers a comprehensive de, nition of "consumers' ENGAGEMENT with digital BRANDed contents", which is an emerging concept in the marketing literature. ENGAGEMENT is a multi-dimensional construct consisting of cognitive, emotional, and behavioral dimensions. Consumers' ENGAGEMENT with digital BRANDed contents is de, ned as the consumers' perceived usefulness and enjoyment of these contents, as well as the consumers' active participation (e. g., sharing a BRANDed post on social media, commenting on a post, or creating some BRAND-related posts) and their depth of interaction with BRAND-related contents in webpages, online forums, or social media (e. g., dwell time, recency, and frequency). This article also contributes to the literature by theorizing the relationship between this emerging key construct and BRAND equity. In other words, this paper delineates how and through which mechanism the consumers' ENGAGEMENT with BRANDs in digital media can gradually change the consumers' minds about those BRANDs. Four main dimensions of consumer-based BRAND equity include BRAND awareness, BRAND image/associations, BRAND's perceived quality, and consumers' loyalty towards the BRAND. Our four propositions state that cognitive, a, ective, and behavioral dimensions of "consumers' ENGAGEMENT with digital BRANDed contents" have positive e, ect on four dimensions of consumer-based BRAND equity. This paper proposed, through the lens of attitude theories, that increasing the consumers' ENGAGEMENT with digital BRANDed content would improve BRAND awareness, BRAND image, perceived quality, and BRAND loyalty.

Today, it is very important to have loyal customers and even fans of a BRAND that, even at the time of crisis, support the BRAND and improve the BRAND image in the minds of other people. Due to the increasing number of social media users who are the potential customers of businesses, and as Instagram is one of the most popular and widely used social networks for businesses, especially in Iran, the present research has investigated the BRAND ENGAGEMENT in the self-concept of Instagram social media users of beauty service BRANDs. Based on the visual capabilities of Instagram, this industry is one of the fast growing and popular industry on Instagram network. This applied research is a descriptive survey. The statistical population of the study consisted of Instagram social media users amongwhich 082 people were selected using non-probability convenience sampling method. Data analysis performed by structural equation modeling. The results showed that the development of BRAND ENGAGEMENT in customers' self-concept creates BRAND support for business owners and leads to the loyalty of that BRAND. Therefore, it is recommended that business owners develop their BRANDs, especially in the context of widely used and influential social networks such as Instagram, according to the internal and psychological characteristics of consumers, so that they can benefit from the financial and non-financial benefits of these networks.

Objective In today's competitive landscape, driven by technological advancements, the significance of distribution channels and effective communication with customers to foster ENGAGEMENT and value co-creation is paramount. Industries worldwide are increasingly adopting omnichannel strategies to provide customers with a more seamless and integrated experience. Given the importance of omnichannel and its crucial role in gaining a competitive advantage and co-creating BRAND value, this article aims to explore the role of customer-BRAND ENGAGEMENT and the dimensions of omnichannel characteristics in shaping relationship quality and BRAND value co-creation, while considering the moderating role of BRAND reputation.   Methodology This study is considered positivist in terms of paradigm, comparative in terms of research strategy, cross-sectional in terms of time, and applied in terms of objective and descriptive. The statistical population of this research is the customers of Isfahan banks who have used all kinds of bank service delivery channels at least once. The minimum sample size of 279 was calculated using G-Power software; however, for more accuracy and accuracy, 400 people were selected. The research data was collected using a standardized questionnaire. Validity and reliability have been measured in this research. Descriptive statistics were performed using SPSS version 25, while Structural Equation Modeling (SEM) and SmartPLS 3.0 software were utilized to analyze the data, assess the model's fit, and test the hypotheses.   Findings According to the descriptive findings in this research, 44.2% are women and 55.8% are men, and more than 41% of these people are between the ages of 25 and 34 years old. Most of them had a bachelor's degree (25.3%). In this sample, the majority of people are employees, and their maximum income is between 5 and 10 million (45.5 percent). More people use mobile applications to perform banking activities. The results of structural equations show that channel service configuration, channel interaction stability, channel quality assurance, and channel perceived smoothness have a positive and significant effect on customer-BRAND ENGAGEMENT. Customer-BRAND ENGAGEMENT has a positive and significant effect on the customer-BRAND relationship quality; customer-BRAND relationship quality has a positive and significant impact on the BRAND value co-creation; and BRAND reputation can moderate the effect of customer-BRAND ENGAGEMENT on the customer-BRAND relationship quality.   Conclusion By considering the characteristics of omnichannel and managing them, banks can achieve BRAND value co-creation, which is one of the important business strategies for improving BRAND management. Banks that can best implement and manage the characteristics of omnichannel can establish better partnerships with customers, strengthen the quality of their communications, and ultimately create BRAND value co-creation.