نوع مقاله : علمی - پژوهشی
نویسندگان
1 استادیار گروه مدیریت بازرگانی، دانشگاه لرستان، خرم آباد، ایران
2 دانشجوی دکتری مدیریت دولتی، دانشگاه لرستان، خرم آباد، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Objective: this research attempts to conceptualize and experimentally measure the main causes of consumers' willingness to talk about certain brands, which is referred to as brand conversation power.
Methodology: The current research is applied in terms of purpose and descriptive survey in terms of nature and method. This research is based on mixed research, qualitatively and quantitatively. The statistical population of the research is the experts, based on the principle of theoretical adequacy, 30 of them were selected as the research sample using the purposeful sampling method.
Findings: In the qualitative part, the qualitative data were analyzed using the Atlas.ti software and the coding method, and the factors affecting the improvement of the power of brand conversation based on social networks were identified. In the quantitative part, by using the Delphi method, determining the priority of the effective factors on improving the brand's power of discussion based on social networks was done and the most important factors were determined.
Conclusion: The results of this research show that the most important factors affecting the improvement of the power of brand conversation based on social networks are the optimization of advertising content, Ability to mentally engage the brand, influencer marketing, brand positioning strategies, and the company social network strategies.
کلیدواژهها [English]
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