| تعداد نشریات | 63 |
| تعداد شمارهها | 2,257 |
| تعداد مقالات | 18,555 |
| تعداد مشاهده مقاله | 57,404,553 |
| تعداد دریافت فایل اصل مقاله | 29,418,371 |
The Role of Strategic Dimensions of Social Networks Advertising on the Market Position and Competitive Advantage of Daewoo's Products in Iran | ||
| International Journal of Digital Content Management | ||
| دوره 7، شماره 12، فروردین 2026، صفحه 269-291 اصل مقاله (1.04 M) | ||
| نوع مقاله: Original Article | ||
| شناسه دیجیتال (DOI): 10.22054/dcm.2025.86011.1275 | ||
| نویسندگان | ||
| Negah Kamali1؛ Roholah Hosseini* 2؛ Mohamad Ahmadi3 | ||
| 1MSc ,Department of Management, Faculty of Management and Economics, Payame Noor University, Saveh, Iran | ||
| 2Associate Professor, Department of Management, Payame Noor University, Tehran, Iran | ||
| 3Assistant Professor, Department of Business Administration, Payame Noor University, Tehran, Iran | ||
| چکیده | ||
| Purpose: As competition increases in today's world, companies must strive to establish a strong brand name both in the market and in the minds of consumers. This study investigates the impact of social media advertising on the competitive position of the Daewoo brand. Given that Daewoo has received permission to assemble and service its brand in Iran, and considering that popular companies such as Samsung and LG have exited the market, Iranian consumers can benefit from the high quality of this company's products, which will also create jobs for local workers and specialists. More effective advertising of this brand's products is will results in increased sales and contribute to the country's progress. Method: This research is applied in purpose, descriptive-survey in nature, quantitative in data type and field and library in method. The standard questionnaire is derived from the research article by Ashraf et al. 2019, achieving a Cronbach's alpha above 0.7. The statistical population is limited to Daewoo consumers who are active on Instagram, Daewoo website, and those who visit Daewoo dealerships in Iran. Given the large population size, a sample of 384 respondents was selected using Cochran’s formula. Data analysis was conducted using SPSS 26 software. Findings: The results showed that manufacturers of Daewoo products should prioritize loyalty and trust alongside customer satisfaction by fostering a long-term, mutually beneficial relationship, and that advertising on social networks significantly impacts the competitive position of the company's product brand. Conclusion: This research will be valuable for marketers and domestic sellers Daewoo products. It is also suggested that the company strengthen trust among customers through advertising on social networks. | ||
| کلیدواژهها | ||
| Social Groups؛ Competitive Conditions؛ Brand؛ Daewoo Products؛ Promotional Activity؛ Virtual Groups | ||
| مراجع | ||
|
Ahangar Davoudi, P., Asayesh, F., Hashemi, S. M. and Toutian, P. (2024). Design and validation of the model of final consumer behavior change from offline to online with a mixed research approach in the FMCG group. Consumer Behavior Studies, 11(1), 167-193. doi: 10.22034/cbsj.2024.63064
Ashraf, S. Sehar, R. & Azam, F. (2019). The influence of social media’s marketing efforts on brand equity and consumer response. IUP Journal of Marketing Management, 18(2), 30-53.
Balochi, H., Hassangholipour, T., Maleki Min Bash-Razgah, M. and Siah Sarani Kajouri, M. A. (2015). Investigating the effect of brand trust and identity on brand evangelism. Business Management Explorations, 7(14), 77-98.
Bohling, T, Bowman, D., La Valle, S., Mittal, V. Narayandas, D., Ramanin, G and Varadarajan, R (2006), CRM implementation: effective issues and insights, journal of service research, 9 (2):89-96.
Chaudhuri, A. & Holbrook, M. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing. 65 (2): 81-93.
Chaudhuri, A. & Holbrook, M. (2002). Product-class effects on brand commitment and brand outcomes: the role of brand trust and brand affect. Journal of Brand Management. 10 (1): 33-58.
Dardashkar Navaei, Y., Rezvani, M H., Eftekhari Moghadam, A M. (2025). Identifying key influencers in social networks: A new neighborhood-based method. Journal of Soft Computing and Information Technology, 13 (1), 1 -20.
Davari, Ali and Rezazadeh, Arash. (2013). Structural equation modeling with PLS software. Jihad Daneshgahi Publishing Organization, Tehran.
Javadian, M. (2019). Investigating the Experience of Online Shopping Experience on Online Shopping with the Mediation of Brand Equity among Digikala Company. Case Study: Hekmat Rezavi Institute of Higher Education Students.
Khorshidi, G. H., Ghanbarzadeh Miandehi, R. and Fakhramanseh, S. (2014). Factors affecting the formation of brand image and the moderating role of the need for uniqueness and customer appearance. Business Management Perspectives, 13(21), 159-176.
Kong, L., Zheng, H., Xiao, Y., Ouyang, Z., Li, C., Zhang, J., & Huang, B. (2018). Mapping ecosystem service bundles to detect distinct types of multifunctionality within the diverse landscape of the Yangtze River Basin, China. Sustainability, 10(3), 857.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business research, 65(10), 1480-1486.
Khanlari, A., Zamanian, S. (2014). Investigating the relationship between brand loyalty and electronic recommendation advertising in social networks. Two quarterly scientific-research journals: Business Management Explorations. 6(1)2. 75-99.
Keller, K. L., & Brexendorf, T. O. (2018). Measuring brand equity. Handbuch Markenführung, 1-32.
Keller, K. L. (2008). Strategic brand management: Building, measuring, and managing brand equity (3 ed.): Pearson Education.
Keller, K. L., Sternthal, B., & Tybout, A. (2002). Three questions you need to ask about your brand. Harvard business review, 80(9), 80-89.
Lindman, M. T. (2004). Formation of customer bases in SMEs. The Marketing Review, 4(2), 139-156.
Maitlo, M. Z., Jugwani, N., Gilal, R. G (2017). The Model of Customer Experience and Purchase Intention in Online Environment, Sukkur IBA Journal of Management and Business, 4 (1): 1-17.
Mohammadi, , L, Moradi, M. (2023). Investigating the effect of advertising, promotion and interactive marketing in social networks on customer response through brand equity in the cultural center of education. Quarterly Journal of Teaching and Learning Research, 18(74). 157-182
Mohmed, A., Azizan, B., Jali, Z (2013). The Impact of Trust and Past Experience on Intention to Purchase in E-Commerce, International Journal of Engineering Research and Development, 7 (10): 28-35.
Mahmoudi, M., Foroughipour, H., Aghaei, N. and Nikravan, M. (2021). Causal relationship between market orientation and customer loyalty with the mediating role of service quality (Providing a model for fitness clubs). Strategic Studies in Sports and Youth, 20(52), 189-204.
Nejad Mohammad Namaghi, E., Shadnoosh, N., Ghaffari, D. (2016). The effect of advertising on social networks on purchase intention in the fast-moving goods industry. Business Management, 32(8), 63-79.
Nouri Ghazi, S. S., Olfat, L., Bamdad Sofi, J., Ahdi, R. (2020). Process Maturity Model of Customer Relationship Management with Emphasis on Capabilities. Business Administration Explorations, 11(22), 333-353. doi: 10.22034/jbar.2020.1585
Park, J.H., Kim, M.K (2016). Factors influencing the low usage of smart TV services by the terminal buyers in Korea. Telematics and Informatics (In Press).
Pashazadeh, Y., Nouri, K. (2025). The impact of social media and online advertising on the possibility of implementing social bundling through the mediation of perceived value. Advertising and Sales Management, 6(1), 56-75. doi: 10.22034/asm.2025.2053458.3352
Rajani, V. T., & Nakhat, P. (2019). Consumer behavior in online shopping: What they think before they buy. Journal of Psychosocial Research, 14(2), 377-384.
Saifullah Hassan, R. Nawaz, A. Nawaz Lashari, M and Zafar, F (2015), effect of Customer Relationship Management on customer satisfaction, Procedia Economics and Finance, 23:563-567.
Santos-Vijande, M, Río-Lanza, A. B., Suárez-Álvarez, L, & Díaz-Martín, A. M (2013). The brand management system and service firm competitiveness. Journal of Business Research, 66 (2): 148-157.
Shafiei Nikabadi, Mohsen, and Zarei, Ali Asghar. (2017). The effectiveness of social media advertising. Business Management Explorations, 9(17), 149-173. SID. https://sid.ir/paper/505489/fa
Shang, S., Wu, Y. L., Sie, U. J. (2017). Generating consumer resonance for purchase intention on social network sites, Computers in Human Behavior, 69: 18-28.
Taboli, H., Pariz, N., Vafada, M (2017). Assessing the Impact of Marketing Mix on Brand Equity, International Journal of Scientific Study, 5(4): 612:621.
Taghdimi, T., Moshabaki Esfahani, A., Salehiamiri, R., & Navabakhsh, M. (2019). Marketing pattern modeling for cultural products export according to consumer behavior (Case study: painting). Consumer Behavior Studies Journal, 6(1), 311-332.
Tian, R. (2001). But Who Knows Where or When? Reflections on the Images of Countries and Their Products. In N. Papadopoulos, & L. A. Heslop (Eds.), Product-Country Images: Impact and Role in International Marketing (pp. 39-75), New York: International Business Press.
Torabi, F., Rahiminik, A., Esmaeilpour, H., & Vedadi, A. (2019). Designing and explaining a consumer behavior model in choosing hedonic products: Mixed approach (Case study: Discount chain stores). Consumer Behavior Studies Journal, 6(1), 81-103. (In Persian)
Van-Tien Dao, W., Nhat Hanh Le, A., Ming-Sung Cheng, J., & Chao Chen, D. (2014). Social media advertising value: The case of transitional economies in Southeast Asia. International journal of Advertising, 33(2), 271-294.
Wu, W. Y., Quyen, P. T. P., & Rivas, A (2017). How e-servicescapes affect customer online shopping intention: The moderating effects of gender and online purchasing experience. Information Systems and e-Business Management, 15(3): 689–715.
Yasin, Mahmoud, Lucia Porcu, and Francisco Liébana-Cabanillas. (2019). The Effect of Brand Experience on Customers’ Engagement Behavior within the Context of Online Brand Communities: The Impact on Intention to Forward Online Company-Generated Content. Sustainability 11(17): 4649. Doi.org/10.3390/su11174649
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the academy of marketing science, 28(2), 195-211. | ||
|
آمار تعداد مشاهده مقاله: 230 تعداد دریافت فایل اصل مقاله: 37 |
||