Masoud Taghiabadi; Masoumeh Taghiabadi; Hamid Taghiabadi
Abstract
Social networks have facilitated the online customer engagement of the marketing industry. This research aims to investigate customer engagement in Iranian cosmetics brand pages on Instagram which has been done by quantitative content analysis. The statistical population was all available cosmetic brands, ...
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Social networks have facilitated the online customer engagement of the marketing industry. This research aims to investigate customer engagement in Iranian cosmetics brand pages on Instagram which has been done by quantitative content analysis. The statistical population was all available cosmetic brands, from which five popular brands (May, Calista, Inley, Cinere and Amoutia) were selected and 60 posts analyzed from each brand page. The results indicate that there is a positive and significant relationship between the type of content (Incentive, Promotional, information and entertainment) at the significant level of p <0.001 and customer engagement. Also, there is no significant relationship between content and Interactivity and negative valence with more engagement. Between the Vividness of the posts and the positive valence, the hypothesis was partially supported and indicated its partly impact on customer engagement. The results of multiple regression analysis for the number of likes and comments in the posts show that the total variance of the model and R-squared for these two are 0.668% with F = 15.372 and p <0.001 and 0.410% with F = 7.590 p <0.001, respectively and shows its significance. The adjusted R-squared also shows that 66.5% of the changes of the dependent variable (likes) and 40.6% of the changes of comments are only the result of the effect of the independent variables of the research.
Sajjad Pashaie; Parisa Mahmodpour; Mohammad rasol Khodadadi
Abstract
vv The aim of this study was to evaluate the mediating role of the sport participation in explaining the relationship between the uses of communication tools of information technology (Mobile Phone, Internet, Instagram, Telegram) by reducing the depression of adolescents in the Maku Free Zone. The population ...
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vv The aim of this study was to evaluate the mediating role of the sport participation in explaining the relationship between the uses of communication tools of information technology (Mobile Phone, Internet, Instagram, Telegram) by reducing the depression of adolescents in the Maku Free Zone. The population of the study was selected in simple random way and 265 teenagers were selected from among those who were doing exercise three sessions per week. This study was a solidarity descriptive survey. A questionnaire was used to collect data. The validity (content, convergence, divergence) and reliability (factor loadings, reliability of supplies and alpha coefficient) questionnaires were well within acceptable limits (α= %94). Relations between variables were found by using AMOS20 structural equation modeling and were analyzed by using ordinary regression weights and were standardized by the maximum likelihood estimation method. The results showed that information and communication tools (Internet, Mobile and Virtual Networks) cause depression in teenagers, and sports participation as a mediator variable can reduce the negative impact of information and communication technology tools on teenagers’ depression. Therefore, the use of Internet, mobile and virtual networks causes loss of face to face communication because of the creation of false appeal to users and causes people to be introspective. Therefore, people will stay away from direct communication, and finally this will result in depression and loneliness.v
