The Members Engagement of Health-Oriented Brand Communities in Iranian Social Networks: Developing Suitable Content Strategy

Abstract

Introduction: Creating engagement with generated content has become a major challenge for health-oriented brand communities. Therefore, the present study seeks to fully understand the brand - consumer and consumerconsumer engagement with the content generated by the Instagram social network health clinics. Method The present study was conducted in two steps. In the first step, data was collected by interviewing nine native experts and a review of previous studies. And designed research model with the axial, open, and selective coding. In the second step, with the Nethnography method, 1572 posts of Instagram 8 health clinics were coded for 1 year period and analyzed by SPSS using multiple variance analysis and correlation tests. In general, the present study was conducted as a multiple case study method. Results: 95% confidence level there is a meaningful relationship between content type, hashtag, content agility (except saved post and discovery percentage), content day (except discovery percentage and reach), content context (except profile visit and percentage discovery) and tone of voice (except like, impression, discovery percentage and new follower) with brand-consumer engagement and also between the content type, content day, content context, content agility (except mention), tone of voice (except comment) and hashtag (except mention) with consumer-consumer engagement. Conclusion: In order to creating engagement, we must raise brand-consumer and consumer-consumer engagement, this requires the production of appropriate content.