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

http://dx.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

http://dx.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