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