Document Type : Research/Original/Regular Article
Authors
1 Professor, Department of Business Management, Faculty of Management and Economics, Lorestan University, Khorramabad, Iran
2 PhD in Business Management, University of Mohaghegh Ardabili, Ardabil, Iran
Abstract
Following the aggressive Israeli attacks on Iran in June 2025, and the subsequent necessity to evacuate certain residential areas and the displacement of some compatriots from their cities of residence, Jabama, through a responsible newsjacking initiative, announced on its social media pages that, given the current conditions, and with the cooperation of Jabama's compassionate hosts, it had arranged for free, installment-based, and specially discounted emergency accommodation in various cities across Iran. The present research aims to analyze social media users' opinions regarding this content and Jabama brand's social responsibility. This is an applied, qualitative research conducted using content analysis. The statistical population included all social media users' comments on this content, from which comments posted on Jabama's Instagram page were selected. Data collection tools included systematic note-taking from the content, and the analysis process was carried out using open, axial, and selective coding. The findings were categorized into three general sections: The first category included codes related to the users' redefinition of the brand, i.e., codes that referred to the brand's characteristics from the perspective of users and audiences who encountered Jabama's content. The second category consisted of codes considered as the brand's emotional and relational capital. The third category comprised codes that symbolically reflected the national brand of Iran.
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