Presentation and Validation of Brand-Customer Communication Model in Social Media Platform: A Case Study: Cosmetics Industry

Shahram Hashemnia; Ozhan Karimi; Nazanin Emamgholi

Volume 5, Issue 9 , July 2024, , Pages 110-138

https://doi.org/10.22054/dcm.2023.72733.1194

Abstract
  Purpose: The purpose of this research was to provide a model for Validating and Presenting Brand-Customer Interaction Model in Digital Platform in the Cosmetics Industry.Method: This research was applied in its purpose and utilized a mixed approach (qualitative and quantitative). In this regard, this ...  Read More

Analyzing the Brand-Customer Relationship on Instagram with a Mixed Approach

Nazanin Emamgholi; Shahram Hashemnia; Ozhan Karimi

Volume 3, Issue 4 , January 2022, , Pages 224-252

https://doi.org/10.22054/dcm.2022.14067

Abstract
  Purpose: The present study aims to provide a model for analyzing the brand-customer relationship on Instagram in the cosmetics industry.Method: In this study, qualitative and quantitative methods have been used to analyze the data. The statistical population in the qualitative phase includes brand marketing ...  Read More

Providing Digital Marketing Model for Online Business Branding

Benyamin Mosayebi Amidabadi; Ozhan Karimi; Shahram Hashemnia

Volume 3, Issue 4 , January 2022, , Pages 274-296

https://doi.org/10.22054/dcm.2022.14069

Abstract
  Purpose: Considering the competitive space of online businesses, branding would be the key element for achieving a competitive advantage. This study aimed at providing a digital marketing model for online business branding.Method: This was a fundamental study in terms of objective, which was conducted ...  Read More