عنوان مقاله [English]
Purpose - This study aims to design a model of media performance in terms of brand equity in startups utilizing a mixed, qualitative-quantitative research method. Design/methodology/approach - In the qualitative step, the required data was collected from semi-structured exploratory interviews with 16 university and industry experts as well as industry experts who agwre active in related fields throughout snowball, purposeful and theoretical sampling methods, Subsequently analyzed with grounded theory method through open, axial and selective coding. Finally, the model was presented. In the quantitative step, data were collected by distributing an online questionnaire among 384 consumers of Digikala brand. Afterward the extracted model was evaluated by structural equations modeling in lisrel, spss software.
Findings - The results indicate the media performance as main phenomenon, communicational strategy as causal factors, brand equity as strategy, brand Judicial features and brand competitive environmental features as moderators and eventually behavioral responses as Consequences. Additionally, the quantitative step the model fit was well.
Conclusion: in this research, creating brand equity using social media is recommended as a priority for the success of startup companies.