ارائه مدلی مرتبط با پیشایندهای ادراک مشتری از برند نوآور در شبکه‌های اجتماعی: صنعت خدمات مالی

ریحانه سادات  آقاسیدآقا; محمدرضا ثنائی; احمد راه چمنی

doi:10.61838/kman.jtesm.532

Authors

Reyhaneh Sadat Agha Seyyed Agha Department of Business Management, Qa.C., Islamic Azad University, Qazvin, Iran. Author https://orcid.org/0009-0005-5770-912X
Mohammad Reza Sanaei Department of IT Management, Qa.C., Islamic Azad University, Qazvin, Iran. https://orcid.org/0009-0007-1653-0718
Ahmad Rahchamani Department of Business Management, Qa.C., Islamic Azad University, Qazvin, Iran. Author https://orcid.org/0000-0001-6789-9856

DOI:

https://doi.org/10.61838/kman.jtesm.532

Keywords:

Innovative Brand, Customer Perception, Social Media, Financial Services, Digital Brand Functional Competence, Innovative Interactive Experience, Brand Innovation Image

Abstract

This study aimed to develop and validate a model of the antecedents influencing customers’ perception of an innovative brand on social media in the financial services industry. A sequential exploratory mixed-methods design was employed. In the qualitative phase, data were collected through semi-structured interviews with customers and users familiar with financial service brands on Instagram and analyzed using reflexive thematic analysis and MAXQDA Analytics Pro version 26. The resulting themes were used to develop the initial conceptual model. In the quantitative phase, a researcher-developed questionnaire was constructed based on the qualitative findings and evaluated for validity and reliability. Ultimately, data from 284 valid questionnaires were analyzed using partial least squares structural equation modeling in SmartPLS version 4. The significance of structural relationships was assessed through bootstrapping with 5,000 resamples. Digital brand functional competence had a significant positive effect on customers’ perception of an innovative brand (β = 0.47, t = 8.21, p < 0.001), while innovative interactive experience also significantly predicted innovative brand perception (β = 0.39, t = 6.74, p < 0.001). Digital brand functional competence significantly predicted brand innovation image (β = 0.52, t = 9.10, p < 0.001), as did innovative interactive experience (β = 0.44, t = 7.63, p < 0.001). Brand innovation image demonstrated the strongest direct effect on customers’ perception of an innovative brand (β = 0.58, t = 10.32, p < 0.001). The model explained 61% of the variance in brand innovation image and 68% of the variance in innovative brand perception. Customers’ perception of an innovative financial brand is shaped by the combined influence of digital functional competence, innovative interactive experience, and brand innovation image; consequently, the coordinated enhancement of these dimensions can strengthen the innovative positioning of financial brands in customers’ minds.

Downloads

Download data is not yet available.

References

Al Balawi, R., Hu, Y., & Qiu, L. (2023). Brand Crisis and Customer Relationship Management on Social Media: Evidence from a Natural Experiment from the Airline Industry. Information Systems Research, 34(2), 442-462. https://doi.org/10.1287/isre.2022.1159

Ali, I., & Naushad, M. (2023). Examining the Influence of Social Media Marketing on Purchase Intention: The Mediating Role of Brand Image. Innovative Marketing, 19(4), 145-157. https://doi.org/10.21511/im.19(4).2023.12

Azemi, Y., Ozuem, W., Wiid, R., & Hobson, A. (2022). Luxury fashion brand customers’ perceptions of mobile marketing: Evidence of multiple communications and marketing channels. Journal of Retailing and Consumer Services, 66, 102944. https://doi.org/10.1016/j.jretconser.2022.102944

Brandon, L., Reis, S. M., & McGuire, C. (2021). Perceptions of talented university students related to opportunities and autonomy for creative productivity. Gifted Education International. https://doi.org/10.1177/0261429421994335

Chakraborty, U. (2023). Understanding Brand Perception: The Key to Building and Maintaining Business Success. GLS KALP: Journal of Multidisciplinary Studies, 3(3), 31-36. https://doi.org/10.69974/glskalp.03.03.39

Choi, L., & Burnham, T. (2021). Brand reputation and customer voluntary sharing behavior: the intervening roles of self-expressive brand perceptions and status seeking. https://doi.org/10.1108/JPBM-12-2019-2670

Diego, L., Sandro, F., & Villwock, A. P. S. (2022). Entrepreneurs' Perception: The Connection of Your Brand With the Sustainable Exploitation of the Amazon Rainforest. https://doi.org/10.21203/rs.3.rs-1836194/v1

Gangwani, S., Mathur, M., & Shahab, S. (2020). Influence of Consumer Perceptions of Private Label Brands on Store Loyalty – Evidence From Indian Retailing. Cogent Business & Management, 7(1), 1751905. https://doi.org/10.1080/23311975.2020.1751905

Haghighinasab, M., Sangari, N., Emamalipoor, Z., & Khosravi, S. (2020). Effecs of Electronic Word of Mouth Perceptions on Alzahra University Brand Image. Quarterly Journal of Brand Management, 7(2), 15-44. https://bmr.alzahra.ac.ir/article_5462_en.html

Haji Babaei, H., & Ghamari, H. (2025). The Effect of Social Responsibility on Employees' Perception of Brand Equity with the Mediating Role of Brand Reputation. Eleventh National Conference on Modern Studies and Research in Humanities, Management, and Entrepreneurship in Iran, Tehran.

Jerab, D. (2025). Brand Perception & Consumer Engagement Impacts of Guerrilla Marketing Compared to Traditional Advertising Methods (SSRN, Issue. https://doi.org/10.2139/ssrn.5092287

Kafashpour, A., Eslami, M., & Sadat, S. (2023). The Effect of Customers' Perceptions of Corporate Social Responsibility on Their Extra-Role Behaviors: The Mediating Role of Emotional Brand Attachment and the Moderating Role of Spirituality. Marketing Management, 18(59), 113-128.

Kulkarni, S., & Dang Longani, K. (2023). The effectiveness of emotional branding for building a positive brand perception for the soft drink brands: An empirical study with a focus on users in Pune city. International Journal of Innovative Business and Economics (IJIBE), 1(1).

Ma, X., Zou, T., & Ashton, J. (2022). Revitalization strategy for classic brands based on consumer perception: A case study of traditional Chinese classic brands. Sustainability, 14(10), 6028. https://doi.org/10.3390/su14106028

Masoudipour, S., & Sadeghi, M. (2025). Investigating the Effect of Perception of Islamic Banking and Brand Honesty on Trust in an Islamic Bank Considering the Mediating Role of Perceived Value and Customer Satisfaction: Case Study of Bank Qarzolhasaneh Mehr Iran. Islamic Economics and Banking, 14(51), 89-114.

Pink, C., Wilkie, D. C. H., & Graves, C. (2023). The Impact of Brand Perceptions on the Post-to-Purchase Journey: A Family Branding Perspective. Journal of Product & Brand Management, 32(5), 737-751. https://doi.org/10.1108/jpbm-11-2021-3752

Rachbini, W. (2023). The Power of Social Media Marketing, Innovativeness, and Customer Engagement Strategies in Building Brand Advocacy Through Brand Reputation in Full-Service Airlines. International Journal of Management Studies and Social Science Research, 05(04), 203-214. https://doi.org/10.56293/ijmsssr.2022.4674

Tanasyah, Y., Berto, A. R., & Murwani, E. (2025). The Indirect Comparison of Brand Image Perception of Share a Coke with Campaign. Journal La Sociale, 6(1), 59-68. https://doi.org/10.37899/journal-la-sociale.v6i1.1554

Thompson, L., & Davis, E. (2023). Brand Image as a Mediator between Corporate Social Responsibility Perception and Brand Equity in Food and Beverage Sector. Journal of Marketing Management, 39(3-4), 278-300.

Vuong, T. K., & Bui, H. M. (2023). The role of corporate social responsibility activities in employees' perception of brand reputation and brand equity. Case Studies in Chemical and Environmental Engineering, 7, 100313. https://doi.org/10.1016/j.cscee.2023.100313

Wang, P., Kuah, A. T. H., Lu, Q., Wong, C. Y., Persaud, A., & Kendall, W. (2021). The impact of value perceptions on purchase intention of sustainable luxury brands in China and the UK. Journal of Brand Management, 28(3), 325-346. https://doi.org/10.1057/s41262-020-00228-0

Wang, S., Liao, Y. K., Wu, W. Y., & Le, K. B. H. (2021). The role of corporate social responsibility perceptions in brand equity, brand credibility, brand reputation, and purchase intentions. Sustainability, 13(21), 11975. https://doi.org/10.3390/su132111975

Waterson, A. P., Mototo, L., & Chuchu, T. (2021). Does Online Ideal Self-Matter? Consumer Perceptions of Online Brand Advertisement. International Journal of Research in Business and Social Science (2147-4478), 10(5), 11-21. https://doi.org/10.20525/ijrbs.v10i5.1258

Yasri, Y., Susanto, P., Hoque, M. E., & Gusti, M. A. (2020). Price Perception and Price Appearance on Repurchase Intention of Gen Y: Do Brand Experience and Brand Preference Mediate? Heliyon, 6(11), e05532. https://doi.org/10.1016/j.heliyon.2020.e05532