customer response

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.

The main purpose of the present study is to investigate the impacts of social media marketing activities on Denolix brand equity through the mediation role of E-brand experience and the relationship between brand equity and customer brand responses.

  The present research is applied in terms of purpose and it is descriptive-survey in terms of data collection. The statistical population in the present study included all the Denolix brand customers in the social network of Instagram and Telegram. In this study, the necessary information was collected through library research and field research methods with the help of a questionnaire from 431 people and it was analyzed through Smart PLS and SPSS software.

The results demonstrated that social media marketing activities have a positive and significant impact on E-brand experience, brand awareness and brand image. Moreover, E-brand experience has a positive and significant impact on brand equity and brand equity has a positive and significant impact on customer response.

Limitations: 

The existence of limitations in the generalizability of the results and methodology was one of the limitations of this research.

Managerial Implications: 

Today, social media may play a positive role in the electronic brand experience, thus, they may strengthen the value of the brand equity; this process could also lead to customer responses such as: increasing commitment and promoting online word-of-mouth advertising.

Originality/Valve: 

This research (as an empirical study) may provide valuable information for businesses which are active in social media, especially in the field of dentistry.

Currently, social media, as a powerful tool, allows real and legal people to express their voice to others, promote their brand, and have access to the mass of their customers and audiences, as well as being available to them; And this is a fact that has not appeared in any other period of time. Meanwhile, due to the large number of customers, banks need to have access to this large number of customers, and on the other hand, the customers also have access to the banks. Therefore, The opportunity for banks to be present in social networks and to launch a special bank channel or page along with a dedicated website is a two-way bridge that can connect banks and their customers.The purpose of this research is to investigate the impact of social media marketing activities on brand equity and customer response in the banking industry (Qarz Al-Hasneh Mehr Bank of Iran). The research method of the present study is descriptive-survey in terms of data collection and practical in terms of purpose. The statistical population of customers of Qarz Al-Hasneh Mehr Bank in Tehran is unlimited. It was determined as 384 through Cochran's formula. Amos model and SPSS22 were used to test the hypotheses. Data analysis showed that there is a positive and significant effect between social media marketing dimensions on brand equity and customer response dimensions.

The purpose of this research was to investigate the impact of social media marketing activities on brand equity and customer responsiveness in Yale Lock Company. A descriptive-correlational method was used for this research. The statistical population of the study consisted of all clients of the locksmith company, whose number is unlimited. Based on the Cochran formula, the sample size was 385 people. To investigate the variables of the research, the questionnaire tool was used which has 23 questions. The reliability of the questionnaires was confirmed by Cronbach's alpha coefficient. Content validity of the questionnaires was confirmed by a group of university professors and their construct validity was verified by a confirmatory factor analysis. Parametric inferential statistics methods, such as Kolmogorov Smirnov test, have been used to test the hypotheses to ensure that the data are normal and the structural equation modeling and path analysis using Laser Les software. The most important findings of the research showed that social media marketing activities have a significant positive effect on brand awareness; social media marketing activities have a positive effect on brand image; brand awareness has a significant positive effect on oral and oral marketing; brand image Oral-oral marketing has a significant positive effect, brand awareness has a significant positive effect on commitment, brand image has a significant positive effect on commitment.

Today, the existence of a competitive market and a variety of products have transformed the business world.In the past, businesses were more traditionally run and there was no trace of the new concepts of marketing and advertising, but in modern times, new concepts have emerged in this fieldand the customer is regarded as the center of business activity. Businesses have found that if they keep up with their old and traditional trends and neglect customer-related issues, it will not be too late to be shaky and eliminated from the competition and replaced by New and powerful players in the business arena. The use of social media in today's society is expanding and growing. Most people use this media to meet their needs in various fields. One of the most important uses of social media is in marketing and business and therefore the concept of social media marketing is particularly important. Businesses and marketers have been turning to social media marketing for a variety of reasons and using social media for marketing their goods and services. Due to the rapid growth of social media use this tool plays an unmatched role in human life. On the other hand, other important concepts that are always of interest to businesses are customer experience and customer response concepts. Businesses and marketers are always looking to improve the experience and response of their customers and be able to create positive and enjoyable experiences and useful and effective responses to their customers. Creating lasting, great experiences for customers greatly increases the chance of business success. One of the major concerns of businesses is to create pleasant experiences and develop, thrive and improve the business. Positive Customer Response to Business As well as a pleasant customer experience can help the business prosper and On the contrary negative customer response to business and activities can cause stagnation, decrease sales and profitability, and ultimately business closures. The purpose of the present research is to design a model for improving customer experience and response using social media marketing.  Therefore, identifying categories that improve customer experience and response and the strategies needed in this field are the goals of this research. The research was carried out using the systematic grounded theory method. Because the purpose of the research is to design a model for improving customer experience and response using social media marketing and it is a topic that has not been taken into consideration so far and there is no theory or hypothesis about it and there seems to be a theoretical vacuum in this area, Therefore, the grounded theory method was chosen. The research community includes all social media marketing experts and customers who use these media to search for the products they need. Sampling in this research is a theoretical sampling. In this study, both library and field methods are used. The library method is used to review the literature on the subject and background of the problem and the relationships in the research problem. This method utilizes internal and external scientific books and articles related to research, sites and computer information systems, scientific databases and social media. The field method used in the present study is interviewing.The data were collected through interview tool. Interviews continued until theoretical saturation. In this research, the path of the interviews to reach the research objectives continued until the data reached saturation and no new concepts were extracted from the interviews. In total, Interviews were conducted with 14 of the customers and the professionals who use social media marketing in the field of clothing and in the city of Isfahan. Promoting customer experience and response in the field of apparel reinforces both the domestic and foreign markets of these products, and retailers can boost their business with the lowest cost and highest returns using social media marketing. Customers can also easily search, select and purchase the products they need. In addition, if this improvement in the experience and response of customers in the field of domestic apparel is achieved, it will improve and grow the country's garment industry, which contributes significantly to the country's economic growth. Validation was done using criteria such as acceptability, transferability, reliability and verifiability and then by the pluralism method. In pluralism, three methods were used. These methods were: calculation of test retest reliability (pluralism in interviewee), test retest reliability (method plurality) and reliability calculation between two coders. Data analysis was performed through three types of open, axial and selective coding. In the present study, the researcher conducted a detailed analysis of the interviews and began coding them during the interviews. At first, initial codes were identified and then, with careful analysis and continuous comparison, conceptual codes were extracted considering similar codes. During the open analysis and coding process, 180 conceptual codes were obtained. Then, by analyzing conceptual codes and summarizing and classifying these concepts, 19 categories of concepts were extracted. Then, in the axial coding step, the coding was performed around the obtained categories and it was attempted to put the relevant data together. Subsequently, attempts were made to label such conditions as causal conditions, context conditions, intervening conditions, strategies and consequences. Finally, in the final stage of coding, ie, selective coding, the central category was selected according to the criteria of its selection and the theory was integrated and refined and the research model was obtained. Core category of this study is customer engagement and the use of social media marketing. This category has frequently appeared in the data. The results of this study show that time management, cost management, leisure management, choosing the right product, desire for comfort and social influence are the causal factors that drive customer participation and use of social media marketing. These categories lead to customer experience and response through current research strategies namely social media capabilities, customer dynamics and perceived value. Also, trust and perceived risk categories are the intervening conditions of the research. Finally, Information and communication technology and relationship marketing categories form the context of the present study.

The problem of identifying and anticipating potential customers to be addressed at direct marketing programs has been considered as one of the popular and most important marketers' issue. Marketers who use these approaches are threatened by the severe reaction of those consumers who consider the direct marketing as an attack to their private lives, so it may even be possible to boycott companies that use these methods. Neural networks are known as a powerful tool for prediction, but as previously mentioned, as with other prediction algorithms, they tend to deviate toward imbalanced data. In this research, in order to enhance the ability to identify and predict potential customers by multilayer perceptron networks, using Random under-over sampling methods, which has been used frequently in other articles, we attempted cluster customers and create different combinations of them, and then from the observed results, we finally introduced an innovative and highly efficient method for identifying and rating potential customers. The results indicate that, in addition to the undeniable power of multilayer neural networks in the field of identification and prediction, imbalanced data has greatly damaged the results. In this regard, creating an optimal combination of customer data and implementing the innovative algorithm of the present study significantly improves the results and the performance of artificial neural networks has yielded a reliable consequences.