واکاوی مدل مبتنی بر پلتفرم‌های دیجیتال بر پایه مدل‌سازی هویت برند، تجربه کاربر و جامعه برند در اقتصاد اشتراکی

Intense competition in various industries has forced marketers to focus more on branding strategy and creating and protecting loyal customers by providing them with high value. Brand identity is the main means of recognition by customers and indicates points of difference and distinction. The main factor in determining the position of a product or service among competitors and in the minds of customers is the identity and concept that the organization presents to its target market, and what creates a positive and distinctive image in the mind of the customer has a positive and close relationship with the amount of effort that the organization makes to create this image and its brand identity architecture (Tren and Duke, 2022); However, the concept of brand identity, which is considered one of the most important components of branding and plays an important role in the sales level of companies, is important and can be examined and researched. Therefore, digital platforms can help customer attraction and loyalty processes through their brand identity (brand personality, brand culture, self-image, brand reflection and association, physical aspects of the brand, etc.), as well as through user experience design (customer perception and feeling of the brand) and methods of creating a brand community.

Therefore, the main research question can be stated as; What is the model of digital platforms based on the sharing economy through brand identity-building, user experience design and methods of creating a brand community with customer attraction and loyalty processes?The purpose of this research is to analyze the model based on digital platforms based on the components of brand identity modeling, user experience, and brand community with an emphasis on customer loyalty in the sharing economy. The research is qualitative in nature in a case study style among domestic platforms in Iran. The research participants consisted of Iranian platform managers (with at least 5 years of service experience and at least a master's degree) and professors in the field of management (with at least 10 years of service experience and at least a doctorate degree). The sample size was 15 people after theoretical saturation and was selected purposefully (snowball). Data collection was carried out through semi-structured interviews and information analysis was carried out using thematic analysis (initial coding, sub-themes, and main themes). The validity and reliability of the data were confirmed using various methods. Based on the analysis of the interviews, 218 codes were obtained in the open coding stage, which were reduced to 133 basic codes after removing similar codes, which were finally categorized into 14 main indicators. Based on the review of studies, it can be stated that the sharing economy model based on digital platforms can be drawn based on the components of brand identity modeling, user experience design dimensions, and methods of creating a brand community with an emphasis on customer attraction and loyalty processes. Therefore, it can be stated that brand loyalty and its attraction in the context of the sharing economy are influenced by brand identity, user or customer experience, and brand community, and in the meantime, various variables such as product and service quality, brand trust, perceived value, innovation, satisfaction, and commitment also affect brand loyalty.This research is qualitative in terms of data nature and case study in terms of method and semi-structured in terms of data collection method. Therefore, the interview protocol was first developed and after the experts approved the interview questions using specific criteria in the protocol, including; observing ethical principles, the interview was started (some of the interview questions; 1- What is meant by sharing economy?; 2- What indicators facilitate the sharing economy process in digital platforms?; 3- What is the position and role of platforms in the sharing economy?; 4- How can user experience make the sharing economy efficient or inefficient?; 5- What is the position of internal platforms in the sharing economy?; 6- How are customer attraction and loyalty processes formed in digital goods? etc.). The research participants (statistical population) were professors with at least a PhD in marketing management and at least 10 years of service, managers and experts of domestic platforms. A snowball criterion was selected purposefully and the end of the sampling was considered through theoretical saturation. In this way, theoretical saturation was achieved after 12 interviews and up to 15 interviews were conducted. Based on the aforementioned technique, the selection of sample individuals continues until the interview with new individuals does not provide the researcher with new information and is almost repetitive. In this study, interviews No. 12 to 15 somehow referred to the contents of previous interviews and did not provide the researcher with new information, which caused the researcher to stop continuing the interview. Data collection was also carried out through interviews, and information and data analysis was also carried out using the theme technique of Brown and Clark (2006), and the software used in this study is MaxQuada. Thematic analysis is a method for identifying, analyzing, and reporting patterns in qualitative data. This method is a process for analyzing textual data and transforms scattered and diverse data into rich and detailed data. Thematic analysis is not just a specific qualitative method, but a process that can be used in most qualitative methods (Brown and Clark, 2006). To achieve the accuracy and validity of the study, the method of triangulating data sources was used. Triangulation refers to the fact that a topic has been examined from different sources and different methods. Accordingly, this study utilized various sources such as management professors to confirm the content of the interviews, review of research literature and management-related documents, and employ more than one researcher to collect and analyze data. Holst reliability coefficient was also used to examine the reliability of the research.