Providing a brand-customer relationship model on the Instagram social network

Online shopping is a tool that shows the consumer's power. Consumers gain an interactive platform and control power over the Internet and online shopping. With the increasing number of active and aware users due to the speed of dissemination of information, the growth of virtual networks and online consumer communities and the gain of customer trust, the traditional marketing concepts have been challenged. The purpose of the present study is to present a customer-brand relationship management model in the Instagram. In order to achieve this goal, this study was conducted with a qualitative approach. Content analysis was used to cover different aspects of the research problem and identify key indicators. Targeted interviews were conducted with 20 experts in the online cosmetics business. The results of the interviews were coded by using MAXQDA software. The correlation coefficients of the indices were monitored by using the Mac software, then by using fuzzy Delphi the research model was designed.