Analyzing Factors Affecting Brand Promotion in Cognitive, Emotional and Behavioral Fields in Social Networks based on the Delphi  Technique

Aminiyan, Meghdad; Baghery, Seyyed Mohamad; Rouholamini, Mahdi

Analyzing Factors Affecting Brand Promotion in Cognitive, Emotional and Behavioral Fields in Social Networks based on the Delphi Technique

Authors

Meghdad Aminiyan ¹

Seyyed Mohamad Baghery ²

Mahdi Rouholamini ³

¹ PhD student, Department of Business Administration, Babol Branch, Islamic Azad University, Babol, Iran

² Assistant Professor of Accounting and Management, Payam Noor University, Tehran, Iran

³ Assistant Professor, Business Management Department, Babol Branch, Islamic Azad University, Babol, Iran.

Abstract

The rapid development of digital technology has changed
people's lives in various fields. Businesses use social networks
as a way to help customers communicate and to obtain
information about their interests and characteristics, as well as
to provide Customer service has started in an attractive
technological environment. The purpose of this research was
to analyze the factors affecting brand promotion in cognitive,
emotional and behavioral fields in social networks. Delphi
method and Likert scale were used in this study. The results of
different Delphi rounds show the factors affecting brand
promotion from the experts' point of view as seven factors of
social business drivers, previous experience and perceived
values of advertising branded websites among the antecedents
or perceptual business drivers and customer brand engagement
and relationship attitude. Brand status in attitudinal
dimensions and finally brand health and customer business
relationships were recognized as consequences or brand
promotion.

Keywords

Brand Promotion

Social Networks

Perceptual Business Drivers

Attitude

Brand Health

Customer Business Relationships