Journal of Women Interdisciplinary Researches

Abstract The present study aims to examine the relationship between customer service and customer satisfaction on brand popularity and brand reputation in the online women’s clothing retail industry, as well as their role in corporate governance. In the competitive environment of online markets, the quality of customer service and the level of customer satisfaction are regarded as key factors in creating a positive brand image and enhancing brand popularity. This research adopts a descriptive-analytical approach, and data were collected through questionnaires.The Customer Service Questionnaire, based on the standardized tool developed by Albert Caruana (2002), consists of 16 five-point Likert-scale items with confirmed validity. The Customer Satisfaction Scale employs the CSS model by Faull and Ferguson (2013) with a Cronbach’s alpha reliability coefficient of 0.76. Furthermore, the Brand Popularity Questionnaire uses 10 items adapted from Carroll and Ahuvia (2006), demonstrating acceptable validity and reliability.Data analysis was conducted using SPSS software (version 25). The findings indicate that high-quality customer service and improved customer satisfaction have a significant and positive impact on brand popularity and brand reputation. These results highlight the importance of effective customer relationship management and the implementation of targeted customer service strategies within the framework of corporate governance. The study provides practical insights for managers, marketers, and branding specialists to strengthen brand positioning in online markets.

Abstract The main objective of this research is to investigate the impact of influencers' credibility dimensions, attractiveness, trust, and expertise on purchase intention in the skin beauty industry, considering the mediating role of customer engagement. This research is applied in nature and is a descriptive survey study in terms of data collection. The statistical population of this research includes users of skin and beauty services in Shiraz who chose their preferred center via social media platforms, specifically Instagram. Due to the large size of the population and the lack of precise statistics, the sample size was determined to be 384 people based on Cochran's formula, and a non-random convenience sampling method was used. A researcher-made questionnaire was used for data collection. In this research, structural equation modeling was used to test the hypotheses, and for this purpose, SmartPLS and SPSS software were utilized. The research findings indicated that the attractiveness and expertise of influencers have a significant positive impact on purchase intention in the skin beauty industry. In this context, customer engagement plays a mediating role in the relationship between influencers' characteristics and purchase intention.