تعامل مشتری

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.

This study aimed to investigate the effect of brand interaction through social media on brand loyalty through brand equity. The research is a descriptive research of the correlational type in terms of practical purpose and based on the method. The statistical population of this research includes the customers of three Iranian brands, My, Cinere and Callista. The size of the population is considered unlimited and the G-POWER tool was used to determine the sample size and the statistical sample size was calculated to be 199 people. A simple random sampling method was chosen for data collection and the data collection required in this research was done using a localized standard questionnaire. In order to confirm content validity, CVI and CVR and expert panel were used. In order to determine the reliability of the questionnaire, Cronbach's alpha coefficient, combined reliability and homogeneous reliability were used. Because the data do not follow normal modeling; Therefore, structural equation model and partial least squares method and PLS software were used for hypothesis testing and path analysis. The results of this study showed that customer interaction with the brand through social media can have a positive effect on brand loyalty. Also, brand equity was a positive mediating factor in the relationship between brand interaction and brand loyalty. Among the three cognitive, emotional and behavioral paths, the behavioral path with a path coefficient of 0.630 is the best path in influencing customer interaction with the brand on brand loyalty.

This study aims to explore and identify the effective strategies for enhancing customer engagement through the use of artificial intelligence (AI) technologies in online marketplaces. A qualitative research approach was adopted, focusing on semi-structured interviews with managers and experts in the fields of information technology and online marketing. Participants were selected based on their direct experience with AI technologies for customer engagement. The data were analyzed using content analysis to identify key themes and patterns. Four main themes were identified: Personalization Strategies, Interactive Strategies, Optimization Strategies, and Loyalty Strategies. Each theme comprised various categories and concepts, highlighting the diverse ways AI technologies can be utilized to improve customer interaction. Personalization strategies emphasized customized product recommendations and behavior-based offers. Interactive strategies focused on enhancing social media engagement and virtual technologies. Optimization strategies dealt with streamlining the shopping journey and site performance. Loyalty strategies underlined the importance of data-driven loyalty programs and post-purchase personalized experiences. Thus, by leveraging AI for personalization, interaction, optimization, and loyalty, businesses can significantly enhance the online customer experience, thereby fostering deeper relationships and increased customer loyalty.

The purpose of this study is to explain the effect of using social media on the dimensions of customer engagement and Relationship quality in coronary and brand value co-creation by considering the moderating role of perceived vulnerability. The present research is applied in terms of purpose and descriptive-survey in terms of nature and method and is cross-sectional. The statistical population of the study is tourists in Isfahan, in which 400 people were selected as a sample. The data collection tool is a questionnaire. In this study, content validity and construct validity were evaluated and reliability was obtained through factor loading coefficients and Cronbach's alpha and combined reliability. Confirmatory structural equation modeling and Spss 25 and Smart Pls 2.0 software were used to analyze the data. The results show that social media has a positive and significant effect on cognitive engagement, emotional and functional engagement. Cognitive engagement, emotional and Behavioral engagement have a positive effect on the quality of Relationship in coronary conditions and also the quality of Relationship in coronary conditions on brand value co-creation. It is significant and perceived vulnerability is able to moderate the impact of communication quality on brand value co-creation.