Media and Communication Research

Media and Communication Research

Investigating the Impact of Virtual Social Networks on Brand Credibility and the Enhancement of Advertising Strategies

Document Type : Original Article

Authors
hamzeh abbasi 1
Gholam Reza Azeri 2
1 PhD Candidate in Media Management, University of Religions and Denominations, Qom, Iran
2 Assistant Professor, Department of Social Sciences, Communication and Media, Faculty of Social Sciences, Communication and Media, Islamic Azad University, Central Tehran Branch, Tehran, Iran
10.22034/mcr.2025.480495.1065
Abstract
Concurrent with technological advancements and increasing dependence on cyberspace, the role of virtual social networks in strengthening brand credibility and formulating advertising strategies has become progressively more complex and critical. Marketing based on virtual social networks helps brands, in addition to introducing products, become integrated as part of the culture and daily life of customers, which directly reinforces the brand's credibility and position. The aim of this research is to investigate the impact of virtual social networks on brand credibility and the enhancement of advertising strategies. This study was conducted with a qualitative approach using thematic analysis, facilitated by semi-structured interviews with 13 marketing managers, continuing until the saturation point was reached. In this research, 284 codes were identified; subsequently, the identified codes were categorized and combined based on conceptual similarity. Accordingly, the extracted codes were classified into 19 sub-categories, and the identified categories were organized into four main categories: Opportunities (speed and responsiveness, user feedback and continuous service improvement, marketing productivity and effectiveness, brand reinforcement and development), Challenges (technological and platform challenges, strategy and resource management challenges, competitive and differentiation challenges, audience management and cultural interaction challenges), User Perception and Brand Trust (quality management and innovation, social and ethical responsibility, customer trust and loyalty management, customer interaction and communication management, brand identity and image management), and Advertising Strategy Optimization (effective advertising, data-driven advertising, targeted advertising, content production and management, crisis management and continuous improvement, advertising tools and methods).
Keywords
Virtual Social Networks
Brand Credibility
Advertising Strategy
MAXQDA
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