چكيده لاتين
The general purpose of this research is to investigate the impact of three independent variables, including company social media marketing, company customer orientation, and company capabilities on brand market performance in the mobile phone industry, with the mediating role of brand stereotypes. Since the market performance of the brand, meaning more market share and more profitability, is considered a vital factor for the survival and growth of companies, we decided to provide solutions to improve it for the companies and managers of the countryʹs mobile phone industry, researchers and all people active in marketing in this industry. For this purpose, the "brand stereotypes" factor, which is a perceptual, emotional and psychological concept, was chosen for the study as a factor with a very high impact on brand market performance. The concept of brand stereotypes, which is divided into two main categories of warmth and competence stereotypes, is one of the key topics that we examined in this research, and it has been paid attention to in less research among previous internal studies. Also, in order to investigate the factors affecting brand stereotypes, three factors that have more impact and can be managed and controlled by companies were selected, which are the companyʹs social media marketing activities, companyʹs customer orientation, and companyʹs capabilities. To conduct this research, three famous foreign mobile phone brands including Samsung, Apple and Xiaomi were selected for study. The method used to conduct this research is exploratory from the library branch and descriptive from the questionnaire branch. In this research, a researcher-made questionnaire with a Likert scale was used to collect data. The indicators of the questionnaire were created through the localization of previous foreign sources and the collected information was analyzed with the help of SMART PLS software and using descriptive and inferential statistics methods. The studied sample is a community of 270 users of Samsung, Apple and Xiaomi brands of mobile phones, with diverse demographic characteristics, who were selected from the citizens of Isfahan and Najaf Abad cities. The results obtained from the review of the performance of three foreign first-rate companies in the mobile phone industry showed that Iranian mobile phone manufacturing companies should pay special attention to their brand stereotypes in order to improve their brand market performance, because they have a very high impact on brand market performance. It was also found that brand stereotypes are directly affected by the companyʹs performance regarding the three variables of company social media marketing, company customer orientation and company capabilities. Company managers should improve performance in the field of social media marketing by using appropriate strategies. Among the solutions that are suggested for this purpose is the preparation and presentation of specialized and personalized, attractive and quality content and communication and interaction with customers through social media. In addition, Iranian companies producing mobile phones are advised to always improve their companyʹs capabilities, which include the two dimensions of innovation and quality. In relation to customer orientation, it is suggested that companies, in addition to considering customer expectations and constantly measuring their satisfaction, seek to provide extra value to customers. According to the results of this research, it is expected that by observing the mentioned points and implementing the suggestions mentioned in this research, in addition to improving the status of their brand stereotypes, improving customer orientation, social media marketing performance and their companyʹs capabilities, they will improve and achieve more success in terms of "brand market performance".
