مقداد امینیان

The rapid development of digital technology has changed people's lives in various fields. Businesses use social networks as a way to help customers communicate and to obtain information about their interests and characteristics, as well as to provide Customer service has started in an attractive technological environment. The purpose of this research was to analyze the factors affecting brand promotion in cognitive, emotional and behavioral fields in social networks. Delphi method and Likert scale were used in this study. The results of different Delphi rounds show the factors affecting brand promotion from the experts' point of view as seven factors of social business drivers, previous experience and perceived values ​​of advertising branded websites among the antecedents or perceptual business drivers and customer brand engagement and relationship attitude. Brand status in attitudinal dimensions and finally brand health and customer business relationships were recognized as consequences or brand promotion.

Businesses began using social network as a way to help customers and staff communication and in order to obtain more information in the field of their interests and properties and also to provide customers with services in an attractive environment of technology.

Methosd: 

The main purpose of the present research is explain the structural relations model between social networks marketing and customer behavior toward brand promotion in the dairy industry. The present research is practical – developmental in term of purpose and it is descriptive survey in term of method. The statistical community includes kalleh company`s operators and active members in the social networks at Mazandaran province that their exact number was not announced. In this research, the sample size was calculated based on cochran formula, because of uncertainity of statistical community. Sampling method is of kind of available method, and in order to data collecting, the questionnaire, library and field method were used. Data analysis performed using an analytical predictive software spss 24 and a route modeling software application smart PLS 3.

Finding of this study showed that social media marketing antecedents include social business incentives, brand experience and perceived values of branded web which has a positive and significant effect on customer – business relationships and brand health through the mediating factors of customer brand engagement and attitude toward position. Results of study showed that customer brand engagement and their attitude toward brand position promotes the brand. The results confirm all the hypotheses of the research.