Islamic lifestyle with a focus on health

Islamic lifestyle with a focus on health

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