نوع مقاله : مروری
1 دانشگاه آزاد تبریز
2 استادیار گروه مدیریت بازرگانی ، واحد تهران جنوب، دانشگاه آزاد اسلامی، تهران، ایران
عنوان مقاله [English]
Brand development and management is a top priority for many organizations because the brand is one of the most valuable assets for organizations. In order to achieve a competitive advantage, the marketing activities considered in these organizations must have an effective approach and the brand-related marketing communications must be in line with the marketing strategies. Similarly, researchers have done a great deal of research to understand the factors influencing brand development and management. With the advent of social media and its growing popularity, brands are also using social media as an effective channel to spread marketing communication messages, which has created a new type of communication, which is used in the best way and has become an important turning point. Has been created to successfully create and maintain a brand image, and has provided new opportunities to share brand-related information. Definitely one of the most important marketing communication tools that play a key role in consumer behavior and purchasing decisions is the content of brand advertising. Therefore, this study examines the impact of content on social media advertising on consumer behavioral intent.