درخت حوزه‌های تخصصی

The high transparency and ability of consumers to transmit advertising content quickly in the modern age require that organizations consider authenticity and interaction with customers among their top priorities and combine consumer-generated advertising (CGA) with their own marketing strategies in order to respond to these priorities. This study aims to investigate the factors affecting consumers' attitudes and willingness toward consumer-generated advertising and its effect on brand loyalty and attachment. This is an applied study conducted using the descriptive correlational survey method. Its statistical population consists of dairy consumers of Kalleh Company in Mazandaran Province. A total of 460 questionnaires were distributed by stratified random sampling and descriptive and inferential statistics was used for data analysis. Structural equation modeling and Smart PLS2 were used to test the hypotheses. The reliability of the questionnaires was determined by Cronbach's alpha test and composite reliability coefficient. Results showed that brand attachment had a significant positive effect on attitude toward advertising production and willingness to participate in advertising production. Attitude toward advertising production has a significant positive effect on willingness toward CGA as well as on brand loyalty. It was also shown that brand attachment has a significant positive effect on loyalty. The rapid changes in technology and the development of effective advertising in the modern businesses require defining the concept of CGA, which is addressed in the present study. Also, based on the results of this study, brand attachment increases customers’ willingness toward and participation in CGA. An increase in customers' willingness and involvement in advertising production will also increase their loyalty.

This study was conducted to evaluate the relationship between loyalty, satisfaction, and commitment with relationship marketing to create value for customers and has been designed to collect data from the questionnaires used . The questionnaires have been distributed among individuals 193 customers, of Port and Maritime Organization in order to analyze the data and present the results of SPSS software and structural equation is utilized. The results of this study show that between 4 variables (trust, commitment, relationship, loyalty) of the costumers, there are significant relation and correlation. Based on the relationship marketing to component development, hypothesis (customer loyalty) has the highest average (3.5984), hypothesis (There is a significant relation between the organization commitment and create value in Port and Maritime Organization) has the lowest average (3.3871). Finally, by performing a statistical theory test for the whole hypothesis, all of them were approved and accepted.