عنوان مقاله [English]
Purpose: With the growth of customers' use of various social media platforms when purchasing branded services, the importance of company interactions with customers to enhance the value of brands has increased. Because just as customers can co-create brand value during design, production and marketing, they are able to destroy brand value if their interests are lost. Therefore, it is necessary to prevent the occurrence of this destructive phenomenon by knowing the drivers of co-destruction of brand value. Due to the importance of this issue, the aim of the present study is to identify the most important effective factors in the co-destruction of brand value in social media.
Methodology: In this study, the method of systematic review of scientific literature has been used, and among the 43 sources found in the period from 2010 to 2022, only 26 of them were most relevant to the purpose of the research and were selected for analysis. Reliability The presented framework was also verified through Cohen's kappa index. In this way, the open codes obtained from the studies were categorized and categorized separately by the selected expert and the researcher, and in the next step, the obtained categories were compared with each other, and finally, the Kappa index was equal to It was 0.79, which indicates the good reliability of the framework proposed by the researcher. Finally, the Dematel-ISM method has been used to measure the internal relationship of the variables and determine the hierarchy of their effects.
Findings: 113 primary codes were identified as the most important influential components and in the form of 29 concepts and 8 main categories including; Conflict in brand value co-creation management, inability to change, consumer exploitation, brand service failure, poor customer relationship management, negative interactions, unsuccessful integration of resources and brand value co-creation myopia were categorized.The results of Dematel-ISM technique also indicate that the variable "poor customer relationship management" as the most influential variable, affects all variables except the variable of brand value co-creation myopia and the variable "negative interactions" as the most influential variable, is affected by all variables.In addition, all the variables located in the positive region of D+R were identified as cause variables and the variables located in the negative region of D+R were recognized as effect variables.Finally, through the analytical method of interpretive structural modeling, the hierarchical relationship of the variables was determined by considering the direct relationship and ignoring their indirect relationship. Also, the variable "conflict in brand value co-creation management" was recognized as the most relevant variable among other variables that has the highest level of influence and impact.
Conclusion: The co-destruction of brand value is formed during the wrong decisions of managers in the field of explaining strategies related to brand service, as well as inappropriate expectations and selfish behaviors of customers in using resources. Therefore, monitoring the negative actions of all actors in the brand valuation cycle can inform companies of the occurrence of this destructive phenomenon.
Keywords: Co-destruction of brand value, Co-destruction of value, social media.