Proceedings of The 4th International Academic Conference on Humanities and Social Sciences
Investigating the behavior of Iranian consumers in brand communities based on social media
Parisa Sadeghi,Nasrin Sohrabi,and Mohammad Mehdi Poursaeed
Social media has an effective role in the formation and cohesion of brand communities and relationships of brand members. In this article, the pattern of Iranian consumer behavior of brand communities based on social media (in this study Instagram) obtained from Sadeghi (2017) qualitative research, been investigated. We tested the obtained model by designing a questionnaire and distributing it among 413 people and analyzing it by structural equations and factor analysis. In this model, the motivations for joining brand communities are shown and on the other hand, the effect of participation in brand communities on relationships. The customer is identified with the elements of the brand, the value chain, the quality of the brand relationship and the signs of the brand communities. In this regard, 18 hypotheses were identified, all of which were confirmed. The results showed that participation in brand communities has a positive effect on brand loyalty, brand recommendation and brand trust.
Keywords: Consumer Behavior, Brand Communities, Social Media, Qualitative Method.