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.

Keywords

Main Subjects

References

الماسی، میترا و قبادی لموکی، تحفه .(1402). بررسی تأثیر خلق ارزش مشترک بر قصد استفاده از شبکه اجتماعی با نقش میانجی ارزش ویژه برند مصرف‌کننده محور در شرکت دیجی کالا، دهمین همایش ملی مطالعات و تحقیقات نوین در حوزه علوم انسانی، مدیریت و کارآفرینی ایران، تهران. 
رضائی صدرآبادی، زهرا و طباطبایی، منصوره السادات. (1401). بررسی تأثیر عوامل مختلف بر تمایل مشتریان به همکاری در خلق ارزش برند (مطالعه موردی بانک شهر)، دهمین کنفرانس بین‌المللی مدیریت، حسابداری و توسعه اقتصادی. 
رضائی صدرآبادی، زهرا؛ سادات اخوی، سیدحسین و محمودی، سیدرضا .(1402). ارائه مدل پیشایندهای تمایل مشتری به همکاری در خلق ارزش برند درفروشگاه‌های آنلاین، دومین کنفرانس بین‌المللی پژوهش در حسابداری، مدیریت، اقتصاد و علوم انسانی. 
صنوبر، ناصر؛ حسینی، سید صمد و محمدزاده، علی .(1397). تأثیر کیفیت روابط بر ارزش ویژه برند در همکاری‌های مبتنی بر فرانشیز. نشریه علمی پژوهشی مدیریت کسب و کارهای بین‌المللی، 1(3)، 79-101. 
مشهدی ‌زاده، محمد و بهزاد ساعدی .(1399). بررسی روابط میان مشارکت‌مشتری، ایجاد ارزش مشتری و چسبندگی مشتری به شبکه‌های‌اجتماعی در نظام بانکی. اقتصاد و بانکداری اسلامی، 32، 147-173. 
 
Aditya, D., Suhariadi, F., & Hartini, S. (2023). Unveiling the Power of Brand Experience: Exploring The Mediating Role of Value Co-Creation In Driving Word of Mouth. Asian Journal of Engineering, Social and Health, 2(10), 1263-1276.
An, M. A., & Han, S. L. (2020). Effects of experiential motivation and customer engagement on customer value creation: Analysis of psychological process in the experience-based retail environment. Journal of Business Research, 120, 389-397.
Arıca, R., Kodas, B., Cobanoglu, C., Parvez, M. O., Ongsakul, V., & Della Corte, V. (2023). The role of trust in tourists’ motivation to participate in co-creation. Tourism Review.
Chen, L., Halepoto, H., Liu, C., Yan, X., & Qiu, L. (2022). Research on influencing mechanism of fashion brand image value creation based on consumer value co-creation and experiential value perception theory. Sustainability, 14(13), 7524.
Chen, T., Drennan, J., Andrews, L., & Hollebeek, L. D. (2018). User experience sharing: Understanding customer initiation of value co-creation in online communities. European Journal of Marketing, 52(5/6), 1154-1184.
Choi, D., Chung, C. Y., & Young, J. (2019). Sustainable online shopping logistics for customer satisfaction and repeat purchasing behavior: Evidence from China. Sustainability, 11(20), 5626.
Choi, E., & Lee, K. C. (2019). Effect of trust in domain-specific information of safety, brand loyalty, and perceived value for cosmetics on purchase intentions in mobile e-commerce context. Sustainability, 11(22), 6257.
Daskou, S., Masouras, A., & Athanasoula Reppa, A. (2022). Service-Dominant Logic: The Road Map to Value Co-Creation in Place Marketing. In Business Development and Economic Governance in Southeastern Europe: 13th International Conference on the Economies of the Balkan and Eastern European Countries (EBEEC), Pafos, Cyprus, 2021 (pp. 369-382). Cham: Springer International Publishing.
De Almeida, S. O., Scaraboto, D., dos Santos Fleck, J. P., & Dalmoro, M. (2018). Seriously engaged consumers: Navigating between work and play in online brand communities. Journal of Interactive Marketing, 44(1), 29-42.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., ... & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168.
Foroudi, P., Yu, Q., Gupta, S., & Foroudi, M. M. (2019). Enhancing university brand image and reputation through customer value co-creation behaviour. Technological Forecasting and Social Change, 138, 218-227.
González-Mansilla, O. L., Serra-Cantallops, A., & Berenguer-Contrí, G. (2023). Effect of value co-creation on customer satisfaction: The mediating role of brand equity. Journal of Hospitality Marketing & Management, 32(2), 242-263.
Heinonen, K., Campbell, C., & Ferguson, S. L. (2019). Strategies for creating value through individual and collective customer experiences. Business Horizons, 62(1), 95-104.
Hsieh, S. H., & Chang, A. (2016). The psychological mechanism of brand co-creation engagement. Journal of Interactive Marketing, 33(1), 13-26.
Jiang, X., Kim, A., Kim, K., Yang, Q., García-Fernández, J., & Zhang, J. J. (2021). Motivational antecedents, value co-creation process, and behavioral consequences in participatory sport tourism. Sustainability, 13(17), 9916.
Jiang, X., Mastromartino, B., Yang, Q., Zhang, J., & Zhang, J. J. (2023). Influence of consumer interaction and community relationships on value co-creation willingness: A mediation model of chinese sports brands. Sustainability, 15(1), 115. 
Jin, C. H. (2018). The effects of creating shared value (CSV) on the consumer self–brand connection: Perspective of sustainable development. Corporate Social Responsibility and Environmental Management, 25(6), 1246-1257. 
Kamboj, S., Sarmah, B., Gupta, S., & Dwivedi, Y. (2018). Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response. International Journal of Information Management, 39, 169-185. 
Mandolfo, M., Chen, S., & Noci, G. (2020). Co-creation in new product development: Which drivers of consumer participation? International Journal of Engineering Business Management, 12, 1847979020913764.
Martínez-Cañas, R., Ruiz-Palomino, P., Linuesa-Langreo, J., & Blázquez-Resino, J. J. (2016). Consumer participation in co-creation: an enlightening model of causes and effects based on ethical values and transcendent motives. Frontiers in psychology, 7, 793.
Merz, M. A., Zarantonello, L., & Grappi, S. (2018). How valuable are your customers in the brand value co-creation process? The development of a Customer Co-Creation Value (CCCV) scale. Journal of Business Research, 82, 79-89.
Nazari, R., Moshkelgosha, E., & Loghmani, M. (2023). Customer Behavior and Brand Promotion in Professional Sports Clubs: Developing Social Networks Marketing Model. Sports Business Journal, 3(4), 49-69.
Opata, C. N., Xiao, W., Nusenu, A. A., Tetteh, S., and Asante Boadi, E. (2021). The impact of value co-creation on satisfaction and loyalty: the moderating effect of price fairness (empirical study of automobile customers in Ghana). Total Qual. Manag. Bus. Excell. 32, 1167–1181. 
Parrish, B., Heptonstall, P., Gross, R., & Sovacool, B. K. (2020). A systematic review of motivations, enablers and barriers for consumer engagement with residential demand response. Energy Policy, 138, 111221.
Quach, S., Shao, W., Ross, M., & Thaichon, P. (2020). Customer engagement and co-created value in social media. Marketing Intelligence & Planning, 38(6), 730-744.
Ramaswamy, V., & Ozcan, K. (2020). The “Interacted” actor in platformed networks: theorizing practices of managerial experience value co-creation. Journal of Business & Industrial Marketing, 35(7), 1165-1178.
Ranjan, K. R., & Read, S. (2016). Value co-creation: concept and measurement. Journal of the academy of marketing science, 44, 290-315.
Ravazzani, S., & Hazée, S. (2022). Value co-creation through social media: A multistakeholder, communication perspective. Journal of Service Management, 33(4/5), 589-600.
Roy, S. K., Singh, G., Hatton, C., Dey, B., Ameen, N., & Kumar, S. (2023). Customers’ motives to co-create in smart services interactions. Electronic Commerce Research, 23(3), 1367-1400.
Seo, E.-J., & Park, J.-W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36–41. doi:10.1016/j.jairtraman.2017.09.014
Sharma, D. R., & Singh, B. (2023). Understanding the relationship between customer satisfaction, customer engagement and repeat purchase behaviour. Vision, 27(4), 449-457.
Shawky, S., Kubacki, K., Dietrich, T., & Weaven, S. (2020). A dynamic framework for managing customer engagement on social media. Journal of Business Research, 121, 567-577.
Tajvidi, M., Richard, M. O., Wang, Y., & Hajli, N. (2020). Brand co-creation through social commerce information sharing: The role of social media. Journal of Business Research, 121, 476-486.
Tajvidi, M., Wang, Y., Hajli, N., & Love, P. E. (2021). Brand value Co-creation in social commerce: The role of interactivity, social support, and relationship quality. Computers in Human Behavior, 115, 105238.
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of marketing, 68(1), 1-17.
Vlachvei, A., Notta, O., & Koronaki, E. (2022). Effects of content characteristics on stages of customer engagement in social media: investigating European wine brands. Journal of Research in Interactive Marketing, 16(4), 615-632.
Wang, K., Tai, J. C., & Hu, H. F. (2023). Role of brand engagement and co-creation experience in online brand community continuance: A service-dominant logic perspective. Information Processing & Management, 60(1), 103136.
Wang, X., Tajvidi, M., Lin, X., & Hajli, N. (2020). Towards an ethical and trustworthy social commerce community for brand value co-creation: A trust-commitment perspective. Journal of Business Ethics, 167, 137-152.
Wang, X., Wang, Y., Lin, X., & Abdullat, A. (2021). The dual concept of consumer value in social media brand community: A trust transfer perspective. International Journal of Information Management, 59, 102319. 
 
.  
Journal of International Business Administration
Volume 7, Issue 3 - Serial Number 27
October 2024
Pages 169-189

Files

History

  • Receive Date: 07 February 2024
  • Revise Date: 05 May 2024
  • Accept Date: 05 May 2024

Share

How to cite

Statistics