Investigating the Relationship between Factors Affecting Consumer Innovation and Online Brand Performance Considering the Mediating Role of Customer Interaction with Online Brand (Case of Okala Store in Mashhad)

the acceptance of brands in the online environment is one of the most important topics in the field of information systems and brands, which has received less attention. In this research, the researcher has examined the relationship between the factors affecting consumer innovation and the performance of online brands with regard to the mediating role of customer interaction with the online brand (the case study of Ocala store in Mashhad). The statistical population includes all the citizens of Mashhad who buy online from Ocala, which is very large and uncertain. According to the characteristics of the statistical population and systematic random sampling and the use of Morgan's method, 384 sample units were considered. The researcher used a questionnaire made by the researcher based on documentary techniques to collect information and using face validity and using Cronbach's alpha reliability coefficient calculated a high reliability coefficient of 0.8 for it, the structural equation test was used to answer the research hypotheses. The results showed that customer interaction with the brand, the relationship between the factors affecting consumer innovation and brand performance. mediates in the online space (p = 0.0001 and 2.81 = t). Sub-hypothesis 1, there is a positive and significant relationship between factors affecting consumer innovation and brand performance in the online space (p = 0.0001 and t = 3.79). Sub-hypothesis 2, there is a positive and significant relationship between the factors affecting consumer innovation and the level of customer interaction with the brand (p = 0.0001 and t = 6.61). Sub-hypothesis 3, there is a positive and significant relationship between the amount of customer interaction with the brand and the performance of the brand in the online space (p = 0.0001 and t = 3.24). Therefore, in order to create effective and long-term relationships, it is necessary to know the effective bottom layers in consumer relations, and an insufficient understanding of emotional links destroys all the company's spent marketing costs.