Conceptualization and design of the electronic brand model of social networks in the clothing industry (with grounded theory approach)

Since the purpose of the research is to identify the phenomenon and describe the process and conditions of the electronic brand of social networks, therefore, the data theory of the foundation was chosen from among the qualitative methods. Also, among the various plans presented by the experts for the foundation data theory, the systematic plan (Strauss and Corbin) has been used. In the current research, using analytical techniques (Strauss and Corbin), concepts were considered as the unit of analysis at the levels of the whole text of the interview, paragraphs, phrases and sentences, and by separating the text of the interview into elements with messages inside the lines or paragraphs, an attempt was made to extract open codes. In the systematic design of Strauss and Corbin, open, central and selective coding is used, and the results of this research are also explained in their format: in the open coding, the researcher found 147 concepts that are related to the category They were classified into 32 categories, which include: company size in social networks, quality of service delivery and development, brand awareness, attitude, website or application quality, brand value creation, clothing seller company reputation, perceived benefit, company's offline sales location, marketing and opportunism, brand, social responsibility, social and cultural norms, perceived risk, social conditions, support, recommendation of famous people, recommendation of others, brand personality, strategy formulation, influencer marketing, quality of information provided about clothing, Brand positioning on Instagram, customer relationship, information technology, transaction security, brand performance