New Approaches in Management and Marketing

Abstract The aim of the present study is to investigate the effect of user capacities and live shopping interaction on social media on purchase intention and actual purchase behavior among Instagram users. This study is applied in terms of purpose and descriptive-analytical in terms of method, which was conducted using a survey method and a causal approach. The statistical population of the study is active users on Instagram. Due to the unlimited number of users, the statistical sample is 361 people, who were selected using the Cochran formula and a simple random method. The primary data collection tool is a standard questionnaire, the validity of which was confirmed by factor analysis with the KMO index and their reliability by reporting the Cronbach's alpha coefficient. SPSS software version 24 and LISREL 8.8 software were used in data analysis. The findings show that user capacities, including visual capacity, shopping guidance capacity, and active presence capacity, have a significant effect on live shopping interaction on Instagram. This indicates the key role of user characteristics and capabilities in the formation of effective interactions in the live shopping context. Also, live shopping interaction on Instagram has a positive and significant effect on users' purchase intention. This finding shows that increasing the level of user interaction in the live shopping process can lead to strengthening their willingness to buy and play an important role in purchasing decisions. The results of the study also show that purchase intention has a direct effect on users' actual purchase behavior. This relationship indicates that the formation of purchase intention, as a mediating variable, plays a decisive role in converting online interactions into actual purchase behavior.

Abstract The aim of this study is to present and validate a sustainable consumer behavior model based on good digital governance in the banking industry (case study: Parsian Bank). The research method is developmental-applicable in terms of targer, mixed in terms of implementation method, and of descriptive-exploratory type. The statistical population in the qualitative section includes 9 experienced professors in the field of research and senior and knowledgeable managers in the banking industry and Parsian Bank across the country, selected purposefully (judgmentally); and in the quantitative section includes 358 branch managers across the country, 186 of whom were selected using the Cochran formula and simple random sampling method. The tool for collecting findings in the qualitative section is a semi-structured interview and in the quantitative section is a questionnaire. MAXQDA software was used to analyze the data in the qualitative section and SPSS, and PLS software in the quantitative section. After coding, 23 subcategories were identified, including organizational values ​​supporting the formation of responsible behavior, Parsian Bank's macro and strategic goals, the level of education of the community and the expansion of new digital technologies at the banking level, influential factors (causal factors), providing personalized services, continuous training and awareness, reviewing digital policies, creating secure digital banking channels, and managing digital assets in the bank (pivotal factors). Considering the extracted components, the final research model explains a way to create sustainable consumer behavior and determine strategies and operational plans for the sustainable development of the country and improving bank performance.
Introduction
Good digital governance is recognized as a key framework for aligning digital processes with sustainable development goals. Recent studies show that the effective integration of technologies such as artificial intelligence and data analytics into banking systems not only increases operational efficiency, but also plays a decisive role in shaping sustainable consumer behavior. In particular, the report (Wang & Zhang, 2025) emphasizes that the use of artificial intelligence in integrating ESG (environmental, social and governance) data with banking decision-making processes leads to improved transparency and accountability (Wang & Zhang, 2025). On the other hand, research of Stauropoulou et al. (2023) shows that online banking plays a pivotal role in increasing financial inclusion and empowering underserved communities through personalized financial management tools by reducing access barriers. These findings suggest that designing digital systems based on good governance principles can lead to building customer trust and loyalty. Another study by Khosrpour et al. (2024) emphasizes the need to adopt digital transformation governance frameworks in commercial banks and proposes the “self-empowerment” strategy as an efficient model for coordinating between centralized and decentralized structures. Also, changes in lifestyle and the emergence of new technologies have led to different needs of customers who demand personalized services. In this competitive industry, banks must have strategies to maintain their competitive position. Good digital governance can improve consumer behavior by communicating with customers in a two-way manner and conveying necessary information about sustainable financial solutions to customers (Lucas & Basuki, 2015). By using digital technologies, banks can provide faster services and more diverse products, which increases customer interaction with the bank. In this regard, there are theoretical gaps about the role of good digital governance in the banking industry and its impact on sustainable consumer behavior. Also, differences in the definition and interpretation of sustainable consumer behavior can lead to a variety of perceptions and theoretical gaps among researchers (Zulfikar et al. 2020).
The present article, focusing on Parsian Bank as a case study, seeks to combine research findings in the field of digital governance and sustainable consumer behavior to present a new model that is capable of adapting to rapid technological developments and increasing stakeholder expectations. Accordingly, the present study seeks to answer the following question: How does the presentation and validation of a sustainable consumer behavior model based on good digital governance in the banking industry look like in Parsian Bank?
Theoretical Framework
Sustainable Consumer Behavior
Sustainable consumer behavior refers to the conscious and intentional actions of individuals as consumers to minimize the negative environmental, social, and economic impacts associated with their purchasing decisions. This includes choices that support sustainable practices, products, and businesses with the aim of promoting environmental protection, social equity, and economic well-being. By adopting this behavior, individuals can contribute to positive changes that create a more sustainable and just society (Milfont & Markowitz, 2016).
Digital Governance
Digital governance includes strategies and methods for managing and optimizing advertising activities, content marketing, digital public relations, data analytics, and customer communications. These actions help businesses improve, strengthen customer relationships, and ultimately increase sales and profitability. For example, using data analytics to better understand business strengths and weaknesses, identify customer behavior patterns, and optimize marketing strategies is an important aspect of digital governance in the marketing space. In general, digital governance in the marketing space plays a fundamental role in customer engagement, advertising, and online sales, and provides businesses with enormous opportunities to improve performance and growth (Shmok, 2022).
Mohammadi et al. (2024) examined the design of a regulatory model based on sustainable development governance. They believe that the governance-based monitoring model for sustainable development includes three overarching themes (contextual, content, and monitoring) and five organizing themes (policy-based factors, economic factors, social factors, audit and reporting factors, and environmental factors) and 28 basic themes (formulation and implementation of economic, environmental, and social development policies, annual GDP growth, full employment, transparency, fiscal discipline, economic stability, social justice, access to renewable energy, combating desertification, waste management, sustainable forest management, sustainable use of financial resources and terrestrial ecosystems, reducing air pollution, minimizing the release of hazardous chemicals, poverty alleviation, social responsibility, combating corruption, health, intergenerational commitments, education, participation, promoting security, public welfare, budget and analytical reports, and audit reports).
Hael et al. (2024) examined the trends in the literature on consumer behavior and sustainability: insights from a bibliometric analysis approach. They concluded that the three components The main ones, namely attitude, mental norms and perceived behavioral control, together shape the behavioral intentions of the individual and behavioral intention is the closest determinant of human social behavior and can have a significant impact on prediction.
Research Methodology
The research method is developmental-applicable in terms of its purpose, mixed in terms of implementation method, and descriptive-exploratory. The statistical population in the qualitative section includes 9 experienced professors in the field of research and senior and knowledgeable managers in the banking industry and Parsian Bank nationwide, which were selected purposefully (judgmentally) and in the quantitative section includes 358 branch managers nationwide, 186 of whom were selected using the Cochran formula and simple random sampling method. The tool for collecting findings in the qualitative section is a semi-structured interview and in the quantitative section is a questionnaire.
Research Findings
MAXQDA software was used to analyze data in the qualitative section and SPSS and PLS software were used in the quantitative section. After coding, 23 subcategories were identified, including organizational values ​​supporting the formation of responsible behavior, Parsian Bank's macro and strategic goals, the level of education of the community and the expansion of new digital technologies at the banking level, influencing factors (causal factors), providing personalized services, continuous training and awareness, reviewing digital policies, creating secure digital banking channels, and managing digital assets in the bank (central factors). Considering the extracted components, the final research model explains a way to create sustainable consumer behavior and determine strategies and operational plans for the sustainable development of the country and improving bank performance.
Conclusion
The present study was conducted with the aim of presenting and validating a model of sustainable consumer behavior based on good digital governance in the banking industry (case study: Parsian Bank). These results are consistent with the results of Mohammadi et al. (2024), Hael et al. (2024), Akpan Obong et al. (2023), Rezaei Lori et al. (2022), Husta & Zabkar (2021), Al-Ansari et al. (2021), Velenduck et al. (2017), and Wu et al. (2016). Rezaei Lori et al. (2022) stated that; holistic responsibility is a factor for the formation of good governance and along with it, knowledge linkage, innovation platforms and innovative actions lead to sustainable development in social, economic and environmental dimensions.
According to the research results, the following suggestions were made:
Parsian Bank should evaluate and continuously improve its integrated channels by receiving consumer feedback periodically with the aim of their participation in the digital service improvement processes. This can be done through surveys, online comments or in-app feedback systems. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The present study sought to investigate the role of entrepreneurial marketing in the development of the tourism industry. The research method is applicable in terms of its purpose, quantitative in terms of its implementation method, and descriptive-correlational in terms of its nature and method. A standard questionnaire based on a 5-point Likert scale was used to collect research data. The content validity of the tool was confirmed by specialists and experts, and Cronbach's alpha and composite reliability were used to measure the reliability of the tool. By distributing the questionnaire, the validity of the tool was measured with three methods: construct validity (external model), convergent validity (AVE), and divergent validity. The AVE value for all variables should be greater than 0.5. SPSS and PLS software were used to analyze the data. The results of structural equation modeling with SmartPL software showed that entrepreneurial marketing of health tourism is influenced by human factors, innovation, and government support, and has a significant impact on economic and social strategies and outcomes. Implementing innovative strategies improves the tourist experience and develops cooperation between healthcare and tourism centers. This study shows the importance of innovative management and the use of new technologies for the sustainable development of health tourism. In addition, the overall model fitting results showed that the obtained model had appropriate validity, reliability, and credibility.
Introduction
The tourism industry is one of the most important economic and cultural resources of countries and plays a key role in sustainable development, job creation, and increasing foreign exchange earnings (Rajabi et al., 2024). Tourism can contribute to economic and social growth by creating direct and indirect job opportunities, strengthening infrastructure, and developing less-developed areas (Lovafan et al., 2022). In Iran, despite its natural, historical, and cultural diversity, there are potential capacities for tourism development, the use of which requires careful planning and targeted policymaking (qiu et al., 2021).
Health tourism, as one of the booming and growing branches of tourism, has gained special importance. The combination of medical services with natural and cultural attractions has made Iran one of the potential health tourism destinations in the region. In addition to generating income, this type of tourism improves the quality of medical services, creates jobs, and promotes balanced development of different regions, and provides new economic opportunities for the private and public sectors (Tash & Amiri Sardari, 2023).
Entrepreneurial marketing, as a new approach to marketing management, is a combination of entrepreneurial thinking and traditional marketing principles. This approach emphasizes creativity, innovation, risk-taking, and opportunism and helps organizations remain competitive in dynamic markets. In the tourism industry, entrepreneurial marketing provides the opportunity to provide differentiated services and products, attract tourists, and create new experiences (Salami et al., 2023). Entrepreneurial marketing, relying on innovation, creativity, and the use of new market opportunities, can play a key role in the development of the health tourism industry (Mansoori et al., 2024). By focusing on accurately understanding the needs of the target market and utilizing new advertising and digital techniques, this type of marketing can help identify and introduce unique health services in health tourism destinations. In addition, entrepreneurial marketing leads to the formation of a coordinated and integrated ecosystem to attract health tourists by encouraging cooperation between different sectors such as medical centers, travel agencies, and governments. Also, by using innovative approaches, entrepreneurial marketing can help identify new markets and develop unique strategies to attract target audiences globally (Darwazeh, Clarke & Wilson, 2021). In countries like Iran, which have good medical infrastructure in many areas such as dentistry, cosmetic surgery, infertility treatment, and traditional medicine, health tourism can be considered a valuable economic opportunity to attract foreign exchange earnings and create employment. However, to exploit these opportunities, there is a need for precise and entrepreneurial marketing strategies that are specifically dedicated to this industry (Jabari Nezhad esfahlan, Divsalar & Hoseini Ghoncheh, 2022). Currently, despite the high therapeutic capacities, the marketing of the health tourism industry in Iran is still in its infancy, and many private medical centers and hospitals have not been able to effectively use this potential. This is especially noticeable compared to competing countries that use advanced marketing strategies to attract health tourists. Another challenge is the lack of accurate knowledge of the characteristics of the target market in the health tourism industry. This market, unlike traditional tourism markets, pays special attention to the specific needs of individuals and health services tailored to those needs. Therefore, designing a marketing model that can accurately identify the needs and preferences of the target market is of particular importance (Tash & Amiri Sardari, 2023). Therefore, the main question of the present research is: what is the role of entrepreneurial marketing in the development of the tourism industry?
Theoretical foundations
Health tourism
Health tourism is a set of activities in which people travel to a destination other than their place of residence to improve their physical and mental health, receive medical, rehabilitation, prevention or health care services. This type of tourism is a combination of medical, care and recreational services and, due to its overlap with other tourism sectors such as nature tourism, cultural and accommodation, has extensive economic and social potential (Shafiei & et al, 2021).
Research background
Khakzadian (2025) studied “Explanation of local and cultural characteristics of Mazandaran province on the formation and continuation of hybrid entrepreneurship”. The qualitative and phenomenological research approach was chosen using the Claise method. The results show that the combination of cultural, geographical and climatic characteristics of the region, as well as the role of local networks and support structures, provides a suitable platform for the formation and continuation of hybrid entrepreneurship in Mazandaran.
Yahyazadeh et al. (2023) studied “Presenting a tourism industry development model with an emphasis on the role of media management with a mixed approach”, in this study a mixed approach (qualitative-quantitative) was used. The results showed that advertising, service quality, policy-making, participation of local people, tourism culture, appropriate exploitation of the environment, income generation in the tourism destination and infrastructure facilities were identified as the main components that affect the tourism industry.
Research methodology
This research is applicable in terms of purpose and descriptive-correlational in terms of method. The population of the present study includes all hospital visitors (including patients and their companions). Given the unlimited size of the population, the sample size was determined to be 384 people and four cities including Shiraz, Rasht, Tehran, and Isfahan were selected. The researcher was assigned to Milad and Pars hospitals in Tehran, Namaz and Dr. Shariati hospitals in Shiraz, Fayyaz Bakhsh, Imam Khomeini hospitals in Isfahan, and Ghaem (A.J.) and Golsar hospitals in Rasht. An equal number of 48 questionnaires were distributed to each hospital. The findings from the Cronbach's alpha test and composite reliability to measure the reliability of the research instrument are reported in Table 2. To examine the validity of the instrument, content validity (expert opinion) was used and its validity was confirmed. Then, by distributing the questionnaire, the validity of the instrument was measured with three methods: construct validity (external model), convergent validity (AVE), and divergent validity. The AVE value for all research variables must be greater than 0.5. In order to test the research hypotheses, structural equation modeling was used in the context of smart pls2 statistical software.
Research findings
The findings showed that human factors and skills, innovation in services, infrastructure and government support play an important role in the formation of entrepreneurial marketing in health tourism, and this phenomenon has a significant impact on development strategies and economic, social and cultural consequences of the industry. Also, strategies based on entrepreneurial marketing improve customer experience, attract investment and strengthen cooperation between medical centers and tourism. These results are in line with previous domestic and international research and emphasize the importance of innovative management and the use of new technologies in the development of health tourism.
Discussion and Conclusion
The research findings showed that a set of human and specialized factors play the greatest role in the formation of entrepreneurial marketing in health tourism. The expertise and experience of doctors, the communication skills of employees, the quality of customer-oriented services, and innovation in providing medical services strengthen the understanding and trust of health tourists and provide a suitable platform for entrepreneurial marketing. These results are in line with the studies of Shafei et al. (2021), who emphasized that human resource capabilities and service quality are the most important factors in attracting health tourists in Iran. Also, the studies of Kaewman et al. (2018) show that innovation and expertise are the determining factors for tourists. Therefore, it can be concluded that human factors and innovation are the basis for the development of entrepreneurial marketing in the health tourism industry and their importance has been confirmed globally.
The results show that entrepreneurial marketing, as the main phenomenon of the research, is the main driver of the success of health tourism attraction strategies. The use of creativity, digital technologies, social networks and distinctive branding increases the attractiveness of health services and differentiates the destination in the competitive health tourism market. These findings are consistent with the research of Daraie et al. (2023) which shows that innovative and digital marketing increases the effectiveness of health tourism programs. Also, the studies of Mansoori et al. (2024) emphasize that the application of new technologies and entrepreneurial marketing increases competitiveness and international market development. As a result, entrepreneurial marketing plays a key role in creating value, developing the market and attracting health tourists and can create a sustainable competitive advantage for medical destinations. The findings showed that cultural and social factors play an important intervening role in the implementation of entrepreneurial marketing strategies. The attitude of the host community, the level of public awareness towards health tourism and the level of acceptance of new treatment methods can facilitate or limit the implementation of marketing programs. The study of Hosseini et al in Iran also emphasizes that a positive attitude and community awareness are prerequisites for the success of health tourism. Studies by Kaewman et al. (2018) show that cultural differences and social acceptance are determining factors for the success of health tourism destinations. Therefore, it can be concluded that without cultural support and community awareness, marketing strategies, even if innovative, will not achieve the desired results.
The results showed that the existence of appropriate physical and medical infrastructure, standard accommodation facilities, appropriate transportation and financial support and government policy play a fundamental role in the success of entrepreneurial marketing. Studies by Wang et al. (2023) have also shown that infrastructure and government support are the most important requirements for the development of health tourism. Kaewman et al. (2018) also shows that smart government policymaking and the development of standard infrastructure directly attract health tourists and increase industry productivity.
Therefore, the conclusion is that marketing strategies cannot be effective without adequate infrastructure and strengthening environmental conditions is the basis for the development of this industry.
The results show that the implementation of entrepreneurial marketing strategies has wide-ranging consequences at the economic, social and cultural levels. The use of creativity, innovative service design and correct branding, in addition to increasing tourist attraction, creates jobs, boosts related businesses and improves the quality of health services. Robina-Ramírez et al. (2022) studies have also emphasized the role of these strategies in economic development and improving the quality of services. Kaewman et al. (2018) studies also show that innovative marketing increases cultural interaction, sustainable development and improve of the quality of health services in health tourism destinations. Therefore, entrepreneurial marketing strategies act as a bridge between therapeutic capacities and international markets and play a key role in the sustainable growth of the industry. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract Abstract The main objective of this study is the effect of customized advertising on social media on the formation of brand loyalty and perceived brand quality, mediated by emotional attachment to the brand and customer interaction with the brand among Instagram users. The research is applicable in terms of its purpose, and descriptive-analytical in terms of its method, using a survey method with a causal approach. The statistical population of the study is active users on Instagram. Due to the unlimited number of users, the statistical sample is 384 people, which was selected using the Cochran formula and a simple random method. The primary data collection tool is a standard questionnaire, the validity of which was confirmed by factor analysis with the KMO index, and its reliability by reporting the Cronbach's alpha coefficient. SPSS version 24 and LISREL 8.8 software were used in data analysis. The results of the study showed that customized advertising on social media has a significant effect on customer interaction with the brand and emotional attachment to the brand; and customer interaction with the brand has a significant effect on perceived brand quality and brand loyalty. In this regard, emotional attachment to the brand has a significant effect on perceived brand quality and brand loyalty; and finally, perceived brand quality has a significant effect on brand loyalty. Introduction The emergence of social media facilitates a wide range of new tools for communicating, interacting, and engaging customers, and this brings the value of creating collaboration (Kaur & Dhir, 2022). Today, consumers can create online brand communities that may affect perceived quality and perceived value related to the brand. Using social media sites, consumers can actively communicate with each other in online brand communities and can share stories about the brand (Meyer et al., 2022). Online communities on social media sites gradually provide a platform for consumers to interact and collaborate in the process of creating collaboration. In other words, in the digital age, social media has become a powerful platform for brands to interact with customers. One of the most important marketing tools in this space is personalized advertising, which uses behavioral data and user preferences to deliver messages tailored to each individual’s needs and interests. This type of advertising can enhance the user experience and increase the sense of value in the audience, because the consumer feels that the brand knows them as an individual and cares about them. Customizing advertising through social media is a unique opportunity (Nielsen, 2022). Emotional attachment, as an effective psychological factor, plays a vital role in the customer decision-making process and paves the way for loyalty formation (Johnson et al., 2022). Loyal customers typically prefer a brand over competitors, even when the brand faces certain problems and crises (Tyler, 2019). Also, customer interaction with the brand in terms of communication is another important issue. That is, in today's competitive world, social media should try to encourage their customers to communicate online verbally about their favorite brand, because this leads to customers dealing with the products and services of the online seller with a greater sense of trust (Vazifehdoost et al., 2023). In summary, it can be said that customized advertising on social media helps improve the perceived quality of the brand and the formation of customer loyalty by strengthening emotional attachment and increasing interaction with the brand (Doroudi & Mohammadi, 2024). These mediating relationships show that successful marketing in the digital age is no longer focused solely on sales, but is based on making human, meaningful and continuous relationships with customers (Davis & Lee, 2021). The main issue in this research is to answer the question: how does customized advertising on social media affect the formation of brand loyalty and perceived quality of the brand by mediating emotional attachment to the brand and customer interaction with the brand among Instagram users? Theoretical framework Customization of advertising: means designing and presenting advertising messages tailored to the specific characteristics, needs and interests of each audience or target group, which is done with the aim of increasing effectiveness and attracting more attention. This approach allows brands to tailor their messages based on data collected from users’ behaviors, preferences, and interactions: thus establishing a more personal and meaningful connection with customers (Efendioglu & Durmaz, 2022). Brand Loyalty Formation: Brand loyalty is the process by which consumers develop a desire and motivation to repeatedly and continuously purchase from a particular brand and choose it over competing options. This loyalty is not only based on previous satisfaction and positive experience with the product or service, but is also influenced by the deeper connections and cognitions of consumer towards the brand (Kumar et al., 2024). Perceived brand quality: Perceived quality plays an important role in purchasing decisions, customer satisfaction, and ultimately brand loyalty; because the higher the perceived quality, the greater the likelihood of the customer re-selecting and recommending the brand (Talha, Tahir, & Mehroush, 2024). Emotional brand attachment: Emotional brand attachment is the connection between an individual’s personality and the brand. This connection includes thoughts and feelings about the brand and its relationship to the individual’s personality (Zhou & Wang, 2022). Emotional brand attachment represents the deep and emotional connections of customers with the brand, and goes beyond the rational and logical aspects of the purchase (Syaputra & Azhar, 2024). Customer brand interaction: Customer brand interaction is a dynamic and mutual process in which customers communicate with the brand through various channels such as social media, after-sales service, and shopping experiences. This interaction can include active participation, giving feedback, sharing content, and responding to advertisements; all of which create a sense of belonging and customer participation in the brand life cycle (Kumar et al., 2024). Research methodology This research is applicable in terms of purpose, and descriptive-analytical in terms of method, using a survey method with a causal approach. The statistical population of the present study includes all Instagram users, with a statistical sample of 384 people selected using the Cochran formula and a simple random method. The primary data collection tool is a standard questionnaire. Research findings For data analysis, SPSS21 software was used in the descriptive section, and LISREL8.8 software was used in the inferential section, as well as hypothesis testing using the structural equation model. The findings showed that customized advertising on social media has a significant effect on customer interaction with the brand and emotional attachment to the brand, and customer interaction with the brand has a significant effect on perceived brand quality and brand loyalty. In this regard, emotional attachment to the brand has a significant effect on perceived brand quality and brand loyalty; and finally, perceived brand quality has a significant effect on brand loyalty. Conclusion In today's fast-paced and competitive world, social media, especially Instagram, has become an effective platform for interaction between brands and consumers. Personalized advertising in this space, if implemented intelligently, can play an effective role in making brand loyalty and improving its perceived quality. This effectiveness becomes meaningful when brands can form a sense of belonging and emotional attachment in the minds and hearts of users through meaningful and responsive interactions. In fact, emotional connection and positive brand experience are a bridge between targeted advertising and sustainable consumer loyalty. Therefore, in order to maintain their position in the Iranian digital market, reputable brands must achieve a deep understanding of the behavior, needs, and emotions of Instagram users and base their marketing strategies on real interaction, value creation, and mutual trust. Only in this case will personalized advertising not only lead to short-term sales, but also ensure emotional and mental loyalty to the brand in the long term; which is known as one of the most valuable assets of brands today. Numerous studies, including those by Syaputra and Azhar (2024), Kumar et al. (2024), and Talha et al. (2024) have confirmed the positive and significant effect of perceived quality on brand loyalty. Accordingly, it is suggested that brands increase perceived quality by focusing on improving the quality of products and services, enhancing customer experience and maintaining brand standards in order to attract real and continuous customer loyalty, and strengthen their position in the competitive market. Also, social media management on Instagram can identify the needs of their users and provide appropriate advertisements in accordance with the conditions and demands of users on social networks (Instagram). In this way, users feel that they can order products that are suitable for them and meet their conditions (for example, for customers who are price-conscious, introduce products that have a reasonable price and the necessary quality for the price offered, with the price lower than similar items). It is also suggested that marketing managers and social media experts increase brand loyalty by customizing advertisements for users when they visit reputable brand sites to view advertisements and new products by sending a short message thanking users for visiting or sending an email containing all the benefits of the products offered by the site. It is also suggested that, in order to establish a closer link and customer interaction with the brand, marketing managers and social media experts can act on the commitments they have made about their products, and provide up-to-date products with high efficiency and functionality. Finally, it is suggested that marketing managers and social media experts provide conditions for users to actively participate in the brand's commercial activities and provide their experiences and suggestions to others.