نوع مقاله : مقاله مستخرج از رساله دکتری
1 دانشجوی دکتری گروه مدیریت بازرگانی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران
2 استادیار گروه مدیریت بازرگانی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران
3 استادیارگروه مدیریت دولتی، واحد بناب، دانشگاه آزاد اسلامی، بناب، ایران
عنوان مقاله [English]
The emergence and expansion of social media provides tools for communication, exchange and participation of customers, which helps to create value for both customers and business owners. Therefore, the purpose of this research is to design a customer engagement model in social media in clinics that provide skin and hair beauty services. The type of research is exploratory in nature and mixed in approach. The statistical population of the research in the qualitative part is made up of 17 academic and executive experts (directors of beauty clinics and social media marketing experts) who were selected by non-probability snowball method. In the quantitative part, the statistical population of the research included the employees and customers of skin and hair beauty clinics in Tehran city, and with using Cochran's formula, 383 people were selected as a statistical sample that selected in a non-probability way and participated in the research. The research tool in the qualitative part was semi-structured interviews and in the quantitative part, the researcher's questionnaire. To analyze the data in the qualitative part, thematic analysis was used and in the quantitative part, in order to validate the research model, structural equation modeling with PLS software was used. The research findings indicate that identifying of 72 basic themes and 14 organizing themes in the form of four overarching themes (customer-related factors, clinic-related factors, social media-related factors, and macro environmental factors) as effective factors on customer engagement in the social media in hair skin beauty clinics.