Zeinab Sharifi; Naser Yazdani
Volume 2, Issue 4 , December 2022, , Pages 333-349
Abstract
Purpose: The present study aims to investigate the impact of social media marketing activities on the intention to buy Consumers through mediating social identity, perceived value, and consumer satisfaction.Methodology: According to the unlimited community of customers of Cinere Cosmetics Company, 384 ...
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Purpose: The present study aims to investigate the impact of social media marketing activities on the intention to buy Consumers through mediating social identity, perceived value, and consumer satisfaction.Methodology: According to the unlimited community of customers of Cinere Cosmetics Company, 384 people were selected as samples. Data were collected using Chen and Lin's (2019) research questionnaire for analysis, and its validity and reliability were assessed. This research is applied in terms of purpose and descriptive data collection. SPSS and Smart PLS software were used to analyze the collected data.Findings: The results show that social media-based marketing activities positively and significantly affect social identity, perceived value, customer satisfaction, purchase intention, persistence intention, and participation intention. Social identity and perceived value also significantly positively affect customer satisfaction. Customer satisfaction also has a significant positive effect on purchase intention, persistence intention, and participation intention.Originality/Value: The results of this study will be useful for designing a strategic marketing plan for Cinere Cosmetics. They will help managers and marketers find a strategy to increase their brand performance by defining specific factors related to the intention to buy the customer's perceived value. In addition, design the social identity of the brand.
Aliakbar Shahri Mejarshin; Alireza Rousta; Abdullah Naami
Volume 2, Issue 1 , June 2021, , Pages 96-115
Abstract
Purpose: The primary purpose of this study is to investigate the factors affecting the actual or final purchase of Iranian goods by evaluating the mediation effect of purchase intention and the moderating role of Iranian product type. Methodology: This research is an applied goal in terms of a quantitative ...
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Purpose: The primary purpose of this study is to investigate the factors affecting the actual or final purchase of Iranian goods by evaluating the mediation effect of purchase intention and the moderating role of Iranian product type. Methodology: This research is an applied goal in terms of a quantitative research approach and has a descriptive survey strategy. The statistical population of this study is all customers and consumers of Iranian clothing and home appliances in the East Azarbaijan province of Tabriz, of which 377 people were calculated and selected as a sample by G-Power software. The data collection tool is a questionnaire, and the structural equation model with Smart Pls software has been used to analyze the data. Findings: The results show that product knowledge, perceived quality, and perceived value positively and significantly affect the intention to buy Iranian goods. Also, the variables of product knowledge and perceived value positively and significantly affect the actual purchase of Iranian goods. Contrary to the research results, the perceived quality variable does not positively impact actual purchases substantially. The mediating role of the purchase intention variable was confirmed for the relationship between product knowledge and perceived value with the actual purchase. The product type variable only modulates the causal relationship between product knowledge and actual purchase. This section presents the study's main findings (usually with statistical significance). Originality/Value: This research provides accurate and precise information about consumers' attitudes toward Iranian goods. These results can be a roadmap for manufacturers to strengthen and improve the market share of Iranian goods by increasing the quality, providing knowledge about the performance of Iranian goods, and increasing confidence.
