Communication strategies and brand needs have changed with the introduction of social media environments. By establishing a relationship between the customer and the brand, customers can talk about the brand, tell their opinions, get acquainted with the company’s new products or changes made in the product, take advantage of other brand features, or even through their profiles to advertise the product and the brand.
Pay attention the quality of brand relationships in social networks is defined as a general consumer assessment of the degree to which they relate to specific brands in social networks. As people over time depend on things, situations, and others, it is argued that consumers develop their relationship with the brand through social networking and depend on it.
Because brand attributes and brand personality develop immensely in brand communities, the greater the linkage and the greater the benefits of it, the more affection and brand value of the brand will increase with the customer. Therefore, it can be assumed that understanding the benefits of creating and strengthening brand-to-consumer relationships can lead to a sustainable and brand-leading relationship in the social network, especially if the perceived benefits include empirical and functional aspects, such as conversation And interacting directly with other members of these communities, sharing the information needed for monetary and financial incentives, purchasing coupons, which can increase the quality of the relationship.
