نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت بازرگانی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران
2 دانشیار گروه مدیریت بازرگانی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران
3 استادیارگروه مدیریت ، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران
4 دانشیار، گروه مدیریت، واحد تبریز ، دانشگاه آزاد اسلامی، تبریز، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Considering that the main export destination of Tabriz shoes is Iraq, therefore, the investigation and comparison of the customer's participation in creating the brand value of Tabriz shoes in the social networks of the two countries of Iran and Iraq will help managers to and identify how to attract customer participation in value creation and develop appropriate programs in this regard. Based on this, the aim of this research was to design a customer participation model in creating the value of the Tabriz shoe brand in the social networks of the two countries of Iran and Iraq. The research method was descriptive-modelling. The statistical population of this research includes experts and all customers of Tabriz shoes in social networks. In the first part of the research, 20 experts were selected as a combination of Iraq and Iran. In the second part, 384 people of Tabriz shoe customers answered the questionnaires in social networks with a sample of 122 people for Iraq and a sample of 262 people for Iran. The findings of the first part show that the model of customer participation in social networks in order to create brand value is placed in five levels, each level having direct and indirect relationships with other levels. Also, the results of the designed model test show that the model designed in Iran has been fully confirmed, but the model test in Iraq has led to the removal of one of the relationships between the components of the model and its modification.
کلیدواژه‌ها [English]
)