Comprehensive model of factors affecting the performance of Iranian clothing businesses with the approach of the role of media artists

The success of today's companies depends on knowing more and more customers and competitors and business performance in order to achieve the goals of companies. The purpose of this study is to provide a comprehensive model of factors affecting the performance of Iranian clothing businesses with the approach of the role of media artists. The statistical population of the survey of consumers of underwear products active in social media and the statistical sample is 384 people. Data were collected through standard questionnaires and six main variables and 15 sub-variables were tested using structural modeling and the validity and reliability of the variables were ensured. Findings have shown that five independent variables (quality of interaction, communication approaches, marketing, psychological and organizational, infrastructure) have a significant impact on the performance of selected clothing businesses with the role of media artists. In the end, it is suggested that in order to improve the performance of the Iranian clothing business, while paying attention to all independent variables, it is necessary to pay more attention to the marketing variable.