Study of the effect of brand interaction background on the dimensions of consumer-based brand value through the dimensions of brand interaction (Case study: Digi Kala customers on Instagram)

The aim of this study was to study the effect of brand interaction history on the dimensions of consumer-based brand value through the dimensions of brand interaction (Case study: Digi Kala customers on Instagram). A questionnaire consisting of 34 questions with a five-point Likert scale was used to collect data. First, the questionnaire was approved from the perspective of experts in terms of content validity. Then, the validity of the structure was performed using confirmatory factor analysis technique. The value of AVE for all variables was above 0.5 and convergent validity was confirmed. Cronbach's alpha and composite reliability were calculated for reliability. Cronbach's alpha coefficient of the questionnaire was calculated and the CR value of all variables was above 0.7. Therefore, the reliability of the questionnaire has been evaluated as desirable. The statistical population of this research is all clothing customers through Instagram, and the questionnaire was randomly provided to 385 customers of Digikala on Instagram. To test the research hypotheses, the technique of partial least squares and Smart Pls software have been used. In this study, all hypotheses were confirmed.