Investigating social relations management and marketing trends on brand trust and loyalty with the intermediary role of customer participation

Movahed Nia, Fatemeh; Fattahi, Majid

doi:10.22034/jmek.2025.426072.1108

Investigating social relations management and marketing trends on brand trust and loyalty with the intermediary role of customer participation

Document Type : Original Article

Authors

fatemeh movahed nia ¹

majid fattahi ²

¹ Doctoral student in the field of business management-marketing, Islamic University, Sari branch-Lecturer in the universities of Mazandaran Province - Member of Chamber of Commerce of Mazandaran Province

² Assistant Professor, Department of Business Management, Sari Branch, Islamic Azad University, Sari, Iran

10.22034/jmek.2025.426072.1108

Abstract

With the establishment of private banks and the launch of various banking services and considering the scarcity of customers in the target market, banks will be victorious in the competition scene that can identify the needs of their customers earlier than their competitors and try to meet their needs in the best possible way. . The purpose of this study is to investigate the social relations management of the marketing trend on the level of brand trust and loyalty with the mediating role of customer participation. In terms of purpose, this research is practical and in terms of method, it is among survey researches. The statistical population of this research is the employees of Tejarat Bank in Mazandaran province, the number of employees is (345 people) and the sample size is determined through Morgan table 182. The data collection tools are standard questionnaires that are measured with a 5-point Likert scale and provided to the employees by a simple random method. The content validity of this questionnaire was confirmed by the experts in this field and the reliability level was also confirmed with the help of Cronbach's alpha test. Descriptive statistics were analyzed through SPSS software and analytical statistics through structural equation modeling (SEM) using SmartPLS software. The research findings show that all the hypotheses have been confirmed.

Keywords

Social relationship management

marketing orientation

brand trust

brand loyalty

customer involvement

Subjects