Conceptualization and design of the electronic brand model of social networks regarding electronic businesses in the clothing industry (with structural equations approach)

In today's world, social networks are considered one of the most important and influential media. Communication and message transmission has taken on a new meaning with the introduction of virtual social networks. The final goal of the current research was to present the fit of the electronic brand model of social networks with the approach of electronic businesses in the clothing industry. This research is practical in terms of purpose and is a quantitative method. The community of this research is all customers of Digistyle online store, whose number is uncountable. The sampling method is a simple random method, according to Cochran's formula, there are 384 people. The method of measuring structural validity and with the help of SmartPLS.3 software, the factor analysis of the dimensions of the research has been done. The electronic brand model of social networks with the approach of electronic businesses in the clothing industry, including participation in social networks, quality of service delivery and development, brand awareness, attitude, website or application quality, brand value creation, reputation of the clothing seller company, benefit Perceived, company's offline point of sale, marketing and opportunism, brand, social responsibility, socio-cultural norms, perceived risk, social conditions, support, recommendation of famous people, recommendation of others, brand personality, strategy development, influencer marketing, quality of information presentation. About clothing, brand positioning on Instagram, customer relationship, information technology, transaction security, brand performance, recommending to others, repeat purchase, loyalty, paying attention to strengths and weaknesses in 5 main categories of causal conditions, background factors, intervention factors They are strategies and consequences. The results of the model fit show that this model has a good fit in which the existing assumptions were confirmed.