Analyzing Factors Affecting Brand Promotion in Cognitive, Emotional and Behavioral Fields in Social Networks based on the Delphi Technique

The rapid development of digital technology has changed people's lives in various fields. Businesses use social networks as a way to help customers communicate and to obtain information about their interests and characteristics, as well as to provide Customer service has started in an attractive technological environment. The purpose of this research was to analyze the factors affecting brand promotion in cognitive, emotional and behavioral fields in social networks. Delphi method and Likert scale were used in this study. The results of different Delphi rounds show the factors affecting brand promotion from the experts' point of view as seven factors of social business drivers, previous experience and perceived values ​​of advertising branded websites among the antecedents or perceptual business drivers and customer brand engagement and relationship attitude. Brand status in attitudinal dimensions and finally brand health and customer business relationships were recognized as consequences or brand promotion.