The model of customer participation in creating the value of the Tabriz shoe brand in the social networks of Iran and Iraq

Document Type : Original Article

Authors

1 Ph.D. Candidate., Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran.

2 Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran

3 Associate Professor, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran

Abstract

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.

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Main Subjects

Journal of International Business Administration

Articles in Press, Accepted Manuscript
Available Online from 12 May 2024

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History

  • Receive Date: 23 February 2024
  • Revise Date: 05 May 2024
  • Accept Date: 12 May 2024

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