Geography and Regional Planning

Geography and Regional Planning

Predicting brand reputation with storytelling and content sharing on social networks in the development and improvement of micro-businesses in the Kish Free Zone

Authors
Maryam Manouchehrian 1
Mohammad Rahim Esfidani 2
1 PhD student in Business Administration-Marketing, Kish International Campus, University of Tehran, Kish, Iran
2 Assistant Professor, Department of Business Administration, School of Business Administration, Tehran Colleges, University of Tehran, Tehran, Iran,
10.22034/jgeoq.2025.496686.4199
Abstract
The main goal is to identify the types of storytelling and explain its impact on brand reputation and sharing on social networks in micro businesses. The present study is applied and developmental in terms of its purpose and descriptive and survey in terms of its method. It is applied and developmental in terms of its purpose and interpretive research model. In the present study, an inductive approach is considered in the qualitative phase. The statistical population of the study includes all micro businesses that are active on the Instagram social network. Given the researcher's inability to study the opinions of all micro businesses that are active on the Instagram social network, sampling was carried out and then the results were generalized to all micro businesses. The method of collecting secondary information and data is library studies. In this study, primary sources are extracted using books, previous research and articles. The method of collecting data from previous study models is the systematic literature review algorithm. In this study, the meta-synthesis technique (including systematic literature review and data analysis) was used to analyze the research data. The results of the research showed that the categories of: information technology, product features, brand category, service category, customer category, environmental factors, marketing factors, business capability, and social responsibility are the main categories of storytelling and explaining its impact on brand reputation and sharing it on social networks in small businesses.
Keywords
Storytelling
Brand Reputation
Social Networking
Microbusiness
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