Investigating the Antecedents and Consequences of Using Brand-Related Content on Social Media | ||
| Journal of Digital Content Management | ||
| دوره 7، شماره 2 - شماره پیاپی 13، 2026، صفحه 1-28 اصل مقاله (1.16 M) | ||
| نوع مقاله: Original Article | ||
| شناسه دیجیتال (DOI): 10.22054/dcm.2025.85089.1264 | ||
| نویسندگان | ||
| Seyed Mehdi Mirmehdi* 1؛ Soheil Bokaei2 | ||
| 1Associate Professor, Department of Management, Faculty of Literature and Humanities, Malayer University, Malayer, Iran | ||
| 2MSc Student, Department of Management, Faculty of Literature and Humanities, Malayer University, Malayer, Iran | ||
| چکیده | ||
| Purpose: The growth and development of social media have played a significant role in shaping and transforming brand strategies. This paper aims to evaluate the antecedents and consequences of brand-related content usage on social media and examine their impact on consumer behavior, brand equity, and purchase intentions. Method: To analyze and test the factors influencing user interactions with brands on social media, a structural model was designed. The study's statistical population comprised active social media users. Data were collected through a two-part questionnaire; the first part gathered demographic information of respondents, and the second part included 30 questions assessing the constructs of the conceptual model. All items for these constructs were adapted from previous research. In total, 223 usable questionnaires were obtained. Findings: Results indicated that factors such as information, Remuneration, and self-expression positively influence user interactions with brand content, while factors like entertainment and social interaction did not show significant effects. Additionally, Using Brand Related Content on Social Media significantly influenced brand equity and purchase intentions. Conclusion: This research demonstrates that brands should focus on providing reliable information, creating appealing incentives, and offering opportunities for user self-expression to enhance customer loyalty and maximize the visibility of brand content. Furthermore, leveraging authentic content and optimized interactive strategies can play a crucial role in boosting brand impact and enhancing brand equity. | ||
| کلیدواژهها | ||
| Brand Related Content؛ Content Marketing؛ Social Media Content؛ Social Media | ||
| مراجع | ||
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آمار تعداد مشاهده مقاله: 287 تعداد دریافت فایل اصل مقاله: 298 |
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