The Impact of Social Networks on Ethical Brand-Customer Relationships

Social media is an integral part of modern society that has become a huge industry for companies to reach loyal customers. The purpose of this study is to investigate the effect of social networks on ethical brand-customer relationships and to provide a model in this regard.

The research method used is a combined research method. In the qualitative part, the Delphi method was used. The statistical population was elites and university professors and experts in the field of marketing and consumer behavior, from which 10 people were selected as a sample by purposive sampling. In the quantitative part it was a descriptive-correlation method. The statistical population of the study was social network users, marketing professionals and business managers active in the online environment in Tehran, of which 384 people were selected by random sampling. The analysis tool was a researcher-made questionnaire. Data were analyzed using structural equation technique and Smart PLS software.

The results of this study show that the empirical and functional benefits of social networks have a significant effect on brand-customer ethical relationships. Also, social networks mediate the online brand experience on the ethical brand-customer relationship has a positive and significant effect.

The dimensions of social networks (empirical interests, functional interests) play an important role in determining the ethical brand-customer relationship and also the ethical brand-customer relationship on its own dimensions (love, commitment, dependence, responsibility). And trust) has an effective and important impact. Customers and brands behave differently under different circumstances and their motivations are different. Therefore, various factors may intervene from the moment a person receives information online through social networks to the end.