Development of a Social Media Branding Model for Marketing Consultancy: A Study on Content Sharing Practices
Publish Year: 1402
نوع سند: مقاله ژورنالی
زبان: English
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شناسه ملی سند علمی:
JR_JIMOB-3-3_012
تاریخ نمایه سازی: 18 اسفند 1402
Abstract:
Objective: The research examines the strategic and tactical aspects of content sharing as a means to enhance visibility, engagement, and brand loyalty in the digital realm, drawing on perspectives from managers and experts in marketing consultancy.Method: Employing a mixed-methods approach, which combines qualitative interviews and quantitative surveys, the study provides insights into current practices, challenges, and opportunities that marketing consultants face in utilizing social media for branding.Findings: Through qualitative analysis, the study identifies key factors influencing successful branding on social media, including the creation of appealing content and strategic interaction with customers.Conclusion: This research contributes to the advancement of knowledge in the field of social media marketing and offers practical recommendations for industry professionals, enabling them to adapt to the dynamic nature of online branding in the digital age. Recommendations are provided for leveraging digital marketing strategies to improve brand image and performance, ultimately aiming to guide businesses in navigating the evolving landscape of social media branding.Objective: The research examines the strategic and tactical aspects of content sharing as a means to enhance visibility, engagement, and brand loyalty in the digital realm, drawing on perspectives from managers and experts in marketing consultancy. Method: Employing a mixed-methods approach, which combines qualitative interviews and quantitative surveys, the study provides insights into current practices, challenges, and opportunities that marketing consultants face in utilizing social media for branding. Findings: Through qualitative analysis, the study identifies key factors influencing successful branding on social media, including the creation of appealing content and strategic interaction with customers. Conclusion: This research contributes to the advancement of knowledge in the field of social media marketing and offers practical recommendations for industry professionals, enabling them to adapt to the dynamic nature of online branding in the digital age. Recommendations are provided for leveraging digital marketing strategies to improve brand image and performance, ultimately aiming to guide businesses in navigating the evolving landscape of social media branding.
Authors
Parisa Jafari
PhD student, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
Sirous Fakhimiazar
Assistant Professor, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
Hosein Budaghi Khajenobar
Assistant Professor, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
Soleyman Iranzadeh
Professor, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran