Providing a communication model of customer engagement and competitive business with social media based on brand: A mathematical approach

The purpose of this research was to present a communication model of customer participation and competitive business with social media based on brand (case study: manufacturing and trading companies of Ahvaz). The statistical population of the research was formed by the experts of manufacturing and trading companies in Ahvaz city. In this research, the considered variables were identified by using interviews and examining the opinions of experts of the investigated companies. 10 experts have been selected using the saturation sampling method. This research, using the foundation's data analysis method, is a type of cross-sectional research in which the data was collected for several weeks. In the quantitative part, the research community is the customers of food manufacturing and trading companies in the industrial towns of Ahvaz city which have been selected to fit the model. Due to the unlimitedness of the statistical population, 384 samples have been considered, and finally, 312 questionnaires have been analyzed. Using Maxqda software, interviews and Coding is done. Smart PLS 2.0 and SPSS 22 software were used in the validation section. In this research, to check the validity, the findings of the research were presented to the participants and the text of the theory was studied by them and their points of view were applied. The reliability of the model was evaluated using the Kappa index. Kappa index value equal to 0.788. Calculated and placed at the valid agreement level. 58 open codes have been identified among 256 concepts. 58 primary codes in the form of 18 categories, including company performance, electronic services, customer value, customer attitude, social responsibility, competitive advantage, customer loyalty, customer desire, advertising and marketing, brand awareness, customer trust, social media, validation, sharing Content, customer participation, service innovation, organizational factors, branding. Validation of the model showed that the overall index of fit (GOF) is equal to 0.661, which is a strong index and shows the overall high quality of the model. The identified factors have had a significant impact.

Providing a communication model of customer engagement and competitive business with social media based on brand: A mathematical approach Keywords:

customer engagement , competitive performance , Branding , Social media