Journal of Intelligent Strategic Management

Journal of Intelligent Strategic Management

Modeling Brand Dynamics and User Community in the Formation of a Sharing Economy Based on Digital Platforms

Document Type : Original Article

Authors
Maryam Moazami Goodarzi 1
Kambiz Heydarzadeh Hanzaei 2
Mohammad Ali Abdolvand 2
Hassan Behzadi 3
1 Ph.D. Student, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
3 Department of Statistics, Science and Research Branch, Islamic Azad University, Tehran, Iran
bumara.3.2.11235564.358.32010
Abstract
The aim of this study was to model the dynamics of brand and user community in the formation of a sharing economy based on digital platforms. The research method is mixed (qualitative and quantitative) in terms of data nature and developmental in terms of purpose. The research method in the qualitative part was case study analysis and in the quantitative part was survey. The research participants were managers and senior employees (with at least 5 years of service experience and at least a master's degree) of Digikala and professors in the field of management (with at least 5 years of service experience and at least a doctorate degree). The sample size was 15 people and was selected purposefully after theoretical saturation. The statistical population in the quantitative part was people who had experience shopping through the Digikala platform. Due to the unlimited statistical population, the sample size was 473 people from the statistical population and was randomly selected. Data collection in the qualitative part was through semi-structured interviews and in the quantitative part through a questionnaire extracted from the qualitative part. Information analysis in the qualitative part was carried out using thematic technique and in the quantitative part using confirmatory factor analysis and structural equations and through SPSS and SmartPLS software. The validity and reliability of the data were confirmed using different methods. The results showed that customer loyalty in the sharing economy is influenced by various variables including brand identity, user experience, brand community, brand trust and brand image creation.
Keywords
Sharing economy
brand community
brand attraction and loyalty
brand identity

Subjects

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Journal of Intelligent Strategic Management
Volume 3, Issue 4 - Serial Number 8
Winter 2025
Pages 425-454