خلاصه ماشینی:
1. corresponding author: Assistant Professor, Department of Business Management, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran.
ir Creating the Brand Image: Investigation the Role of Instagram User`s Experience on Customers of Sharing Economy Platforms Elham Aznab1, Nader Seyyeamiri*2, Elahe Ezami3, Alireza Ranjbaran 4 Abstract The reduction of primary resources and the advancement of technology in the world, tempt the people around the world to share their unused assets through online platforms.
The purpose of this study is to investigate the effect of user experience on their tendency to create online content and the impact of this content on creating a brand image of the shared economy platform.
Research shows that customer experience is an important motivating factor for producing content on Instagram, which leads to creating brand image about a sharing-economy platform.
ir Network Mapping of Internal Messenger’s Brand Associations (Case Study: Soroush Messenger) Kobra bakhshizadeh borj1*, Mohsen rajaei2, Mahdi bashirpour 3 Abstract With the pervasiveness of smartphones and the spread of the internet by mobil operators, the use of messengers in Iran has grown dramatically.
1. Department of Business Management, Faculty of Management, Economics and Accounting, Payame Noor University, Tehran, Iran: torabi628@gmail.
Also, the mediating role of the customer's self-concept in the relationship between affective and cognitive response to point-of-purchase advertising on the dimensions of loyalty was significant.
Keywords: Point-of-Purchase advertising, Brand loyalty, Affective response, Cognitive response, Customer self-concept.