بازاریابی رسانه های اجتماعی

Social media platforms have become an integral part of the daily lives of individuals and businesses, evolving into primary marketing tools and directly influencing purchase decisions. This study aims to examine the impact of social media marketing on purchase intention, considering the mediating roles of customer engagement, brand image, and brand awareness. This research adopts a positivist philosophical approach with a quantitative methodology. The research strategy is survey-based, using a standardized five-point Likert scale questionnaire for data collection. The study has a cross-sectional time horizon, conducted over a one-month period from July 1 to August 6 (35 days). The statistical population consists of potential and actual customers of the Essence brand. A sample of 410 individuals was selected using non-probability convenience sampling. Data analysis was performed using structural equation modeling with SPSS and Smart PLS software. The results indicate that social media marketing can lead to increased brand awareness, improved customer loyalty, and ultimately increased purchase intention for cosmetic products. It is recommended that brands in this sector utilize social media for product introduction, customer relationship building, and purchase intention stimulation. This strategy can potentially strengthen brand positioning and increase sales.Keywords: brand image, brand awareness, customer Engagement, purchase intention, social media marketing.

Social networks, as one of the main mass communication media, play a very important role in influencing the attitude and behavior of consumers. In this research, the effect of marketing in social networks on consumers' purchase intention has been investigated. Also, the role of lifestyle variables and life period as moderating factors of this relationship has been evaluated. The statistical population was made up of the followers of Dersa leather brand page on Instagram social network. Using Cochran's formula, the sample size was calculated to be 384 people. The present research method is descriptive-analytical because it seeks to collect real and detailed information about the desired phenomenon. In this research, data were collected through a Likert scale questionnaire and analyzed using SPSS and Smart-PLS software. The results showed that marketing in social networks has a positive and significant effect on consumers' purchase intention. Also, this variable affects the lifestyle of consumers. Social media marketing with a mediating role in lifestyle means that these media have more influence on the consumer's decision making process. These media can shape the lifestyle in a way that strengthens the consumer's purchase intention. Also, with a moderating role in the life course, social media may have a positive effect on purchasing decisions at different stages of people's lives. However, the variable of life period (age) has a moderating role and with increasing age, the impact of social network marketing on purchase intention and lifestyle decreases.

Considering that knowing the systematic and irregular tendency of customers to consume in the world is one of the important and fundamental conditions for boosting the business environment and achieving the development of companies; The purpose of this research is to develop and explain the dimensions of persuasive messages in the context of social media marketing on the customers purchase intention. This research is applied in terms of purpose, from the point of view of the research method, it is a mixture of qualitative and quantitative methods. In the qualitative part of the research, according to the experts of the consumer goods market, it was used to design the initial framework of the research, and then in the quantitative part, in the quantitative part, in the field and based on the questionnaire obtained from the qualitative part of the customers and consumers of the survey was carried out. The statistical population of this research is all the customers of food stores in Tehran, and its sample is 302 customers who, at the time of data collection, intended to suddenly buy food from the store. The data collection tool is a questionnaire and Smart PLS software was used for data analysis.

Nowadays, the use of social media has become very important in the development of businesses. Managers and business leaders are trying to increase the engagement of customers in their social media. This is not only true for large companies and businesses, but it is also necessary for small businesses and the most basic stages of their growth (such as the businesses created based on Instagram); Therefore, the current research was conducted with the aim of formulating a pattern of social media marketing strategies to increase the engagement of customers in the leather industry. The present research is among the qualitative researches with content analysis method. The sampling method was judgmental and purposeful, and in order to collect data, 10 semi-structured interviews were conducted with social media officials and strategists of premium brands in the leather industry. Based on data analysis, 6 main themes and 20 sub-themes were extracted. Also, a model was presented in order to model customers' association with the brand. Based on the findings of the research, using the relevant platform (including 2 sub-themes), keeping up the virtual page (including 4 sub-themes), measuring performance (including 3 sub-themes), targeted use of social media (including 3 sub-theme), coping with challenges (including 6 sub-themes) and focusing on strengths (including 2 sub-themes) were the main strategies discovered in order to increase customer engagement in social media.

  Consumer behavior has been one of the most important topics of attention of marketing researchers in recent decades. The variety and variety of consumer behavior is due to the variety of factors affecting individual behavior and individual motivation to buy. In the new business, Internet marketing is considered an important part of the marketing activities of any business name. In fact, with the emergence of virtual organizations, Internet marketing has become a basic need for the possibility of movement and continued development. One of the communication tools in today's business world is social media. Considering that the existence of marketing is dependent on the environment, this research has been conducted with the aim of how environmental noise affects the consumer's purchase intention in social media marketing. Considering that in the last three years, the desire of consumers to buy from social networks has increased in the conditions of the Covid pandemic, and since marketers are looking to shape the consumer's decision in a dynamic and competitive environment, and considering the increase and variety of advertisements and the ever-increasing progress The methods of presenting and introducing products in social media marketing systems, the main problem of this research can be expressed as follows: How will marketing signals be effective in the social media environment? What factors affect the intention of customers to buy food in the social media environment? Which environmental factors affect consumer behavior in social media space?

This research is practical in terms of its objective, and in terms of the quantitative research approach, it has a descriptive survey strategy. The statistical population of this research includes all the customers of food stores in Tehran, and the statistical sample of this research includes 302 customers who were planning to buy food from the store at the time of the research. The data collection tool is a questionnaire and a structural equation model with Smart PLS software was used for data analysis. The results of this research show that the variables of persuasive message signals, the type and value of the product, and the content and the way the message is designed have a positive and significant effect on consumer behavior, as well as the variables of the content and the way the message is designed and the type and value of the product have a positive and significant effect on purchase intention, but contrary to the conducted research, the variable of persuasive messages has a negative effect on the purchase intention.

Purchase intention shows the probability of customers buying, according to Schiffman and Canuck, the decision to buy a product (purchase intention) largely depends on the value of the product and the recommendation of other consumers. For example, when a product is shared in the social space, users share and discuss the features of that product, and the positive or negative points presented about that product lead to the intention to buy or not to buy that product. Social media are increasingly accessible to everyone and such media are used at all times and places. These media have emerged as a digital communication channel through which consumers can purchase their desired brands and they evaluate them and through these media, they share their information with others and communicate with brands (a significant percentage of people transmit information to others through social media. Also, social media is one of the channels It has been reported that consumers receive information about the goods or services they need in order to make a final purchase through these social media; therefore, companies are trying to understand the purchase intention, drivers, and also the effect of social media on these factors. Considering that knowledge of purchase intention and consumption is an important and fundamental condition for the prosperity of businesses and economic enterprises, the purpose of this research is to investigate the effect of persuasive message signals, the type and value of the product, the content and the way the message is designed on the intention and the buying behavior of customers is evaluated by evaluating the mediating effect of consumer behavior in social media marketing.

Consumer behavior also has a positive and significant effect on purchase intention. The mediating role of consumer behavior variable was confirmed for the relationship between the type and value of product and content and message design with customers' purchase intention.
It is very difficult to measure consumer behavior according to cultural and religious patterns. Due to the economic situation and the increase in prices, most consumers prioritize economic savings over other factors. In this regard, it is suggested that researchers investigate the impact of pricing methods on consumer behavior in social media marketing in future research.

This study aims to expand knowledge related to social media marketing activities and provide solutions to increase brand equity through marketing activities on Instagram. The primary paradigm of this research; is positivist, the aim; is descriptive, and a statistical sample of social media customer research is a company active in the food industry, which was determined as the sample size from Morgan's table of 389 people. This study is placed in the applied axis with a comparative approach. The structural equation modeling method was used to analyze the data. The findings of this research showed that social media marketing with brand experience, brand equity, and social media benefits; Also, the brand experience has a direct and meaningful relationship with the social media benefits and brand equity, and finally, the social media benefits with the brand equity. The results showed that social media marketing activities affect brand equity, and paying attention to the dimensions of entertainment, novelty, customer interaction with media, and personalization of orders effectively improves brand equity. Managers can use these findings to improve their marketing strategies on social media.

How to make a brand valuable in the mind of the customer has become one of the main challenges of companies. One of these valuable resources that has not received much attention is the media and social networks. This research examines the impact of social media on brand equity from the customers' point of view, as well as their effects on consumer behavior. In terms of the method of data collection, the current research is a descriptive survey and it is considered applied study in terms of purpose. The purpose of present study is to test theoretical concepts in real situations and to solve concrete problems, and in terms of the relationship between variables, is considered correlational, and library studies and distribution of questionnaires were used to collect the data of the statistical community of social network advertising recipients. The statistical population was the audience of social media advertisements. Cluster sampling method was used to determine the composition of the sample. Out of 504 available samples, 384 people responded, which was 76%. In the current research, a questionnaire tool was used, which was adjusted based on the Likert scale. After the descriptive survey of the statistical population of the research, using inferential methods, the statistical analysis of the obtained studies has been undertaken to test the hypotheses through SPSS 22 software. The Kolmogorov-Smirnov test was used to check the normality of the distribution of the variables, the analysis of variance was used to check the significance of the difference between the variables, and the correlation was used to check the relationship between the independent variables and the dependent variable. The main research model has also been tested through Lisrel software and structural equation technique and through factor analysis of the data. The results indicate the confirmation of all the hypotheses and at the end, suggestions have been presented in line with the research hypotheses.

Considering that the most important effort of marketers and managers today is to take measures to create, increase and maintain market share. The purpose of this study is to present a model of the effectiveness of marketing dimensions of potential markets with a value-based approach to dairy products.

The method of this research was qualitative-quantitative. In the qualitative method, the thematic method was used to obtain the dimensions and criteria that were obtained during the three coding steps. By semi-structured interviews with selected experts, 6 related experts were formed through a judgmental method and the effective dimensions model was presented. The interviews were followed until the theoretical saturation of the data. In a quantitative method, by generating paired questionnaires and distributing them among 10 experts, we analyzed the obtained dimensional data using the fuzzy dimtel method and the fuzzy ANP method. The statistical community has been the potential market of Iraq.

Based on the results, the effective variables of this study included potential market dimensions and marketing values. The first influential variable of potential market, which has the dimensions of competitive price, consumer market and product quality, is the second influential variable of marketing values, which have the components of creating the need and strategy of choice and customer satisfaction.

The current research is mixed (qualitative and quantitative) and research information was collected through interviews and questionnaires. The statistical population of the research in the qualitative part included experts, professors and experts in the research field in the banking industry, and 18 people were selected until reaching theoretical saturation. In the quantitative part, all the customers, managers and experts in the banking industry were in an unknown number, 385 people were selected by Cochran's method. The sampling method was snowball and the primary data were collected through interviews. According to the methodological process, 101 concepts were finally obtained during three stages of open coding, central coding and selective coding. In the next step, some concepts were put in the form of a category so that 17 categories were obtained for this research. The findings of the research showed that 1 category emerged as a central category, which includes the concepts of: effective human resources, customer data analysis and customer identification, customer relationship management, policies and programs, content strategy formulation, special focus on establishing Communication is being social. Other categories to be presented in the visual model were placed in five categories of causal conditions (4 categories), background or context (2 categories), intervening conditions (3 categories), strategies (3 categories), consequences (3 categories). Next, based on the indicators, components, concepts and categories of the proposed model, a questionnaire of 101 questions was developed, and finally the results showed the significance of the relationships and components of the model.

Social media marketing is a relatively new concept in discussion of the Internet marketing and the digital markets, and considering that most companies do marketing in this type of media based on trial and error, their main problem is not having a comprehensive model. In order to properly use this space and the tools available in it,is necessary to formulate a comprehensive social media marketing model by helping to know the main components affecting it.This research is practical in terms of purpose and in terms of collection method is meta-synthesis which was carried out with the help of Sandofsky and Barso's seven-step method. The statistical population includes existing literature and documents and articles between 2011 and 2022, which was conducted as a purposeful sampling based on entry and exit criteria and using the verification form tool. The analysis was done with the help of MAXQDA software and based on open coding, axial coding and creating classes. Validity was also confirmed with the help of internal validity and experts' point of view, and finally a comprehensive framework and useful roadmap was presented, which has 99 open codes, 21 core codes, and 3 main dimensions, including internal environment factors, external environment factors, and shared environment factors. Due to the fact that the research done on social media marketing has been done heterogeneously in certain electronic businesses and on certain variables, more variables and businesses were included in this article and it also has innovation in the research method and content.

In recent years, marketing activities on social media have been considered important as one of the strategies to advance the company's social media marketing goals (Wibowo, Chen, Wiangin, Ma & Ruangkanjanases, 2020). In the world of business, the advancement of technology has influenced consumer behaviour through social media (Saghat Foroush, 2023). Social media platforms such as social networking (like Facebook), microblogging (like X), brand blogs, video sharing (like YouTube) as well as photo-sharing platforms (like Instagram) are most widely used by marketers to promote their products (Zollo, Filieri, Rialti & Yoon, 2020). With the ever-increasing advances in technology, most companies should create a positive image and active online presence and continuous interaction with their customers and other Internet users through websites and social networks (Razmi, MirzaeianKhamseh & Soltani Tajabadi, 2023).Corporate social networks are a subset of social media that provide users with online interactions and content sharing (Verhagen, Swen, Feldberg & Merikivi, 2015; Wibowo et al., 2020). Among the most popular social networks in the world and even in Iran, we can mention the Instagram social network, which had more than 1 billion and 300 million active users by 2023, and it is predicted that this number will increase to 5.5 in 2025. reach 1 billion active users (Statista, 2023). This social network is also popular in Iran because the research of Zobeidi, Komendantova and Yazdanpanah (2022) showed that 27% of Iranian internet media users prefer this social network to other media.On the one hand, social media marketing activities can be profitable for the company (Zollo et al., 2020), and for customers, the experience of interacting with social networks brings more engagement, satisfaction and loyalty (Yu, Yuan, Kim & Wang, 2021). The users of the Instagram social network have acknowledged that this network has been able to help them in sharing information and learning appropriately (Zobeidi et al., 2022). In the meantime, marketing researchers have paid particular attention to brand and branding because they are known as valuable assets of the company (Oliveira, Sonza & da Silva, 2023). Considering the growth of social media, brand experience and its effects on strengthening the company are considered strategic requirements for managers to create more value (Harandi, 2015).Today, the food industry has taken a special place in the global economy, and due to this special place, the attention of officials and researchers has been directed to it (Tarvirdizadeh, Mirzaei Daryani, Nahidi Amir Khiz, Pasbani & Honarmand Azimi, 2023). On the other hand, social media marketing is crucial for companies active in this industry, and the effort to engage potential customers and social network users with the company's brand has increased; this research examines social media marketing activities in creating a brand experience. This research was conducted on one of the companies in this industry, which produces hot drinks, such as coffee and tea, to provide suggestions to its active managers to increase user engagement and create a better brand experience.Therefore, the main goal of this research is to explain the role of marketing activities in the company's social media, emphasizing the mediating role of brand experience in the food industry and producing hot drinks (coffee and tea) and providing suggestions to increase customer engagement through marketing activities on the Instagram social network. Also, the current research seeks to answer the following questions:What effect do the marketing manager's activities in the company's social media have on the perception of customers' experience of the brand?How does customers' brand experience of the brand affect customer engagement;What effect does the company's social media marketing activities have on customer engagement?What role can brand experience play in the relationship between a company's social media marketing efforts and customer engagement?Are the company's social media marketing activities effective in the perception of which age group of customers and the brand experience?

The methodology of this research with a survey strategy is in the paradigm of positivism research, and it has been done using data collected from customers (or users) of a sample company, which includes 389 customers. The researchers collected the data through an online questionnaire. The structural equation modeling method was used to analyze the data.

The findings showed that marketing activities on the Instagram social network are significant through the mediating role of brand experience on customer engagement.

Also, the results of this research confirm that marketing managers, by designing activities on Instagram, can both directly and indirectly and, through the role of intermediary brand experience, increase customer engagement with the brand and the brand's Instagram page. Considering that the significance related to the relationships between the variables in the first four hypotheses was more significant than the absolute value of 1.96, four of the five hypotheses of the current research were confirmed with 95% confidence. Despite this, due to the moderation of the user's age variable, the results showed that social media marketing activities on the brand experience did not have a significant difference in the eyes of people from different age groups including generations X, Y and Z.The results and suggestions of this research can be valuable and practical for marketing managers to prioritize their activities in social media.

The development of social media has made business owners think about these media as a tool to communicate more with customers and introduce their products and services. One of the major challenges in this area is measuring the impact of social media marketing activities on a brand's success. Therefore, the purpose of this study is to investigate the impact of social media marketing on brand equity and consumer behavior among Dorsa brand customers who also follow the brand's pages on social media. The present study is an applied research that has been done in a survey. The statistical population of this study includes social media users who follow the official pages of Dorsa brand in these media. On the other hand, the reason for choosing Dorsa Leather is that this brand is engaged in advertising and branding activities on social media, especially Instagram. In this study, the sample size is 200 people. Also in this research the available sampling method has been used as the sampling method. Based on the results of significant value and path coefficients, social media marketing has a positive and significant effect on customer response and brand equity. Also, brand equity has a positive and significant effect on customer response. Because the significance value of all direct hypotheses of the research is greater than 95% at 95% confidence level. Also in this study to test the fourth hypothesis of the study, the VAF index or the inclusion of variance has been used. According to the obtained numbers, it can be concluded that brand equity has a full mediating role in the impact of social media marketing activities on customer response in luxury brands. That is, our mediating variable makes the whole effect of the independent variable dependent on its presence.

Despite the importance of social media marketing in many organizations, including small and medium enterprises (SMEs), scattered and limited studies have been done to evaluate its performance. Therefore, the present study attempts to develop a comprehensive framework for evaluating the performance of social media marketing in SMEs using the well-known management of the balanced scorecard (BSC). This study is an applied-development study in terms of purpose and mixed-methods in terms of data collection. In order to achieve the research goal, in the first step, the qualitative method via interviewing with experts as well as a comprehensive literature review was applied and the indicators of the proposed framework were extracted. In the second step, a questionnaire was developed for the validation and weighting of dimensions and indicators. Besides, an evaluation of academic experts, experienced marketing managers in the field of social media marketing, and senior managers of small and medium enterprises was done. The findings of the study showed that the financial dimension with a weight of 0.257 was the first priority. The customer dimension with a weight of 0.255 was the second priority. The learning and growth dimension with a weight of 0.250 was the third priority, and then the internal business processes dimension with a weight of 0.236 was the last priority. The developed framework can be used as a tool to measure the strengths and weaknesses of social media marketing performance projects in organizations, especially SMEs.

With the expansion of cyberspace and the emergence of social media, the use of media space has been recognized as a common experience for corporate communication with customers and the exchange of information. In the past decade, social media has had tremendous success. Nowadays, implementing some form of online marketing through social media is very important for all businesses. Despite the importance of social media marketing in many organizations, including small and medium enterprises (SMEs), scattered and limited studies have been done to evaluate its performance. Therefore, the present study attempts to develop a comprehensive framework for evaluating the performance of social media marketing in SMEs using the well-known management of the balanced scorecard (BSC).

This research has been conducted using a mixed-methods approach in three phases as below:
In the first phase, a comprehensive literature review was conducted among the past studies on this field to identify the indicators and dimensions that were mentioned in the previous studies for assessing the performance evaluation of social media marketing.
In the second phase, through a qualitative approach, interviews were conducted with ten experts to identify and extract the indicators and dimensions of social media marketing performance evaluation in SMEs. Judgment sampling was applied for sample selection.
In the third phase, the research approach was quantitative, and a questionnaire based on the indicators and dimensions extracted from the earlier phases was used. The Likert scale was utilized to collect the perception of the respondents on the questionnaire items. For this phase, about 39 samples were collected.

In this study, interviews were conducted using a semi-structured exploratory approach to collect the data. Two criteria of credibility and reliability were used to validate the present study. To achieve these two criteria, the following steps were followed:
Credibility: for this purpose, the participant feedback method was employed, in which six interviewees were asked to provide feedback on the interviews conducted and the analyses obtained. This helped to obtain the agreement of the interviewees.
Reliability: to do this, all details of the interviews were recorded, and notes at every step of the research were taken. Voice recording and oral data writing were performed in all interviews. In order to calculate the interview reliability, the two coders (evaluators) agreement method was used.

The researcher, along with the research fellow, coded the three interviews. The percentage of agreement within the results as a measure of reliability was 0.8, which is more than the acceptable level of 0.6.
Also, to determine the reliability of the questionnaire, Cronbach’s alpha coefficient was calculated by SPSS software. The alpha coefficients of the studied variables were higher than the threshold value of 0.7. Therefore, it can be said that the questionnaire was valid. To analyze the data obtained from interviews, the content analysis method, which is the most common approach for analyzing data in the social sciences, was utilized in this research. The data gathered via questionnaires were analyzed using the sign test to confirm or reject the research indices, and the weighted average method was used to measure and rank the research indices via SPSS software.

After the code and indicators were identified for each interviewee in the first step, 65 indicators were extracted. It was found that 7 indicators are related to the financial dimension. Twenty-six indicators are related to the customer dimension, and 17 indicators are related to the internal business processes dimension. In addition, 15 indicators are related to the dimension of learning and growth. Also, with the results of the indicators obtained during the research, it was found that many indicators have been extracted from the study and review of the content of other studies by citing sources, and some indicators are just the result of interviews with experts in the field of social media in the executive and academic field. This part of the indicators, in turn, refers to the innovative aspect of the current research.

The top indicators identified in this study are as follows: the financial dimension (0.257), the customer dimension (0.255), the learning and growth dimension (0.250), and the internal business processes dimension (0.236). Also, with the results of the indicators calculated during the research, it was found that many indicators have been extracted from the study and a review of the literature content of other studies by mentioning the sources. And some indicators are just the result of interviews with experts in the domain of social media in executive and academic fields. This type of indicators, in turn, refers to the innovative aspect of the current research. The developed framework can be used as a tool to measure the strengths and weaknesses of social media marketing performance projects in organizations, especially SMEs.
This research has some limitations. First, the proposed framework is presented at the theoretical level and has not been used in practice. It is suggested to use the case study method to evaluate the selected company in terms of social media marketing performance. The second limitation of this research is that the mutual effects of the identified dimensions have not been considered in the framework. Therefore, it is suggested to investigate the mutual effects of dimensions and indicators using quantitative modeling methods such as DEMATEL in future studies. Third, the proposed framework generally provides a performance evaluation framework regardless of the media type. Therefore, it is suggested that future researchers identify social media marketing performance evaluation indicators according to the type of media used by the company.

This study aimed to design a customer participation model in social media marketing of clinics providing beauty services for skin and hair.

The current research has a qualitative approach and was applied in terms of objective and was carried out systematically with the grounded theory method. Sampling in this research is theoretical sampling. The data was collected and coded through the interview tool and with the help of MAXQDA software. The statistical population includes specialists and marketing experts active in the field of social media and skin and hair beauty services. The sampling method of this research is targeted and snowball sampling was used, and 17 people were selected using this sampling method. This research used the interview tool to collect people's views.

Causal conditions (such as management factors, and professional factors related to beauty services), underlying conditions (such as cultural, legal, and religious factors), strategies (such as social media-related actions and customers), and outcomes (such as customer loyalty, participation in creating new content and products, and promotion of customer's emotional commitment) affect customer participation in social media marketing of clinics providing beauty services for skin and hair.

The current limitation of social media marketing in Iran has been affected by various conditions, which is far from the ideal situation. The use of some strategies provides the possibility of achieving the desired situation and can have favorable results to a large extent.

One of the ways to reduce inappropriate behaviors in medical centers is to create a platform for the occurrence of extra-role customer behaviors and motivate the client to perform citizenship and participatory behaviors that can reduce the incidence of violence in medical centers . Five medical centers were selected by cluster sampling method and the sample were selected from among the patients referred to these centers. To collect the data, a standard questionnaire was extracted from the base articles and compiled in accordance with the statistical population. The validity of the questionnaire was assessed and confirmed by two methods of face and content validity. The reliability of the questionnaire was also measured with Cronbach's alpha and confirmed. Questionnaires were distributed among the sample and 384 healthy questionnaires were collected. The collected data were analyzed using structural equation modeling and Amos software. Findings of the study indicate that all the features of social media, including entertainment, customization, interaction, word-of-mouth electronic advertising and up-to-dateness, had a significant effect on the dimensions of value creation. These dimensions also have a significant and positive effect on the two dimensions of citizenship behavior and participatory behavior.

This study was conducted to design a model of brand equity, using social media marketing activities for engagement, which is explained by the intellectual philosophy of relationism and both expectancy-value theory and social network theory.

In the qualitative phase of the research, the theoretical sampling method was conducted with deep interviews and a grounded theory strategy. In the quantitative phase, using a random sampling method, a questionnaire was distributed among 389 followers of a company's Instagram page, and structural equation modelling was done with SmartPLS software.

Social media marketing activities as causal conditions, customer knowledge management as contextual conditions, brand experience as intervening conditions, digital marketing development as a strategy and customer engagement as a consequence of the central phenomenon called brand equity are understood.

The results of the quantitative part confirmed the results of the qualitative part and showed that social media marketing activities with a relational paradigm approach in customer engagement are affected by causal conditions (social media marketing), background factors (customer knowledge management) and intervening factors (brand experience) that lead to customer engagement through appropriate policy-making and executive actions of companies.

Using social media as a set of empowering tools for companies to communicate, collaborate and interact with customers, creates value and shares knowledge. The main purpose of the present research is to design and implement a marketing model based on social media in life insurance using the foundation's data technique. In the current research, it is a qualitative study in terms of creating a theory that explains the action and reaction of a phenomenon. The current research is qualitative in terms of its purpose, apart from descriptive research, and in terms of research strategy, foundational data analysis and the approach governing the analysis and collection of information. The current research method is qualitative and using the foundation data method. The data of this research was obtained through semi-structured interviews with the snowball technique, which reached theoretical saturation for interviews with eight expert university professors in ethical digital marketing and eight expert managers in the marketing industry. After performing the three stages of open, central and selective coding, the paradigmatic model of the research was developed. Data consolidation was confirmed based on the criteria of reliability, review by members, triangulation of data sources, analysis of negative cases and transferability. The findings of this research are 146 concepts in the form of 28 subcategories and six main categories. Market analysis in this research was identified in four categories of competitor analysis and learning from them, market leadership, intellectual leadership, and customer behavior,

The customer is a key factor for the success of various manufacturing and service organizations and companies. Therefore, organizations are always looking for ways to satisfy customers so that they can establish long-term relationships with customers and ultimately improve their profitability. Therefore, this article examines the effect of social media marketing and perceived customer value on customer satisfaction with the mediating role of brand image and advertising costs in the hotel industry.

This research is practical in terms of purpose and quantitative in terms of data collection method. PLS and SPSS software were used for analysis. Therefore, in order to evaluate the reliability of the research measurement model, factor load coefficients, Cronbach's alpha coefficients and combined reliability, convergent validity and divergent validity were used.

Research findings show that social media marketing and customer perceived value have a significant effect on customer satisfaction. The effect of social media marketing and customer perceived value was also confirmed through the mediating role of brand image variables and advertising costs on the final dependent variable of customer satisfaction.

In the present study, it can be concluded that using social media marketing and having a good understanding of the customer can increase customer satisfaction and also using the right brand image strategy and reducing advertising costs can help this issue.

The present study aimed to investigate the role of social media marketing activity and customer experience on loyalty intention and customer participation intention by considering the mediating role of relationship quality. This research is based on the applied purpose and in terms of data collection method to test the hypotheses of descriptive-correlation type from the field branch. The statistical population of the study is all customers of the BaniMode online store in Isfahan. Due to the impossibility of access to the entire statistical population, 380 people were selected as the statistical sample from the available sampling method through Cochran's formula. To collect the data, standard questionnaires were used, the validity of which was confirmed by calculating the convergent and divergent validity and their reliability by Cronbach's alpha index. In statistical analysis, the structural equation modeling approach and SMART PLS and SPSS software have been used. Based on the results, social media marketing has no significant effect on the quality of the relationship with the customers of the BaniMode online store; But the customer experience has a significant effect on the quality of the relationship with the customers of BaniMode online store. Also, the quality of the relationship has a significant effect on the intention of loyalty and participation of customers of BaniMode online store. The results show that social media marketing has a significant effect on loyalty intention and participation intention through the mediating variable of relationship quality in BaniMode online store customers, and also customer experience on loyalty intention and participation intention through the mediating variable of relationship quality in online store customers. The founder of fashion has had a significant impact.

The purpose of the present research is to investigate the impact of social media marketing on brand loyalty with the mediating role of trust and equity of the brand in Isfahan Bank Mellat branches. This research is applicable in terms of purpose, and correlative in terms of research method, and required data have been collected by using questionnaire and survey method. The statistical population of this research is the clients of Isfahan Bank Mellat branches. 384 acceptable samples were collected by simple random sampling method. Four social media marketing questionnaires with 11 questions, brand trust with 10 questions, brand special value with 16 questions, and brand loyalty with 15 questions were used as data collection tools. Data analysis was done using structural equation modeling and PLS software, and the research results show that social media marketing has an effect on brand loyalty with the mediating role of trust and brand equity. That is, if the bank tries to create content in the virtual space through which attracts the attention on those platforms and encourage the readers to share it among social media,, the loyalty of the bank's customers will improve. The bank should spread its advertisements through the virtual space and attract the attention of the audience, as a result, trust in the brand will improve.