نوع مقاله : مقاله پژوهشی - کاربردی

نویسندگان

گروه مدیریت بازرگانی، دانشکده علوم انسانی، دانشگاه شاهد، تهران، ایران.

10.22105/imos.2021.289915.1112

چکیده

هدف: هدف تحقیق حاضر بررسی تأثیر فعالیت‌های بازاریابی مبتنی بر رسانه‌های اجتماعی بر قصد خرید مصرف‌کنندگان از طریق نقش میانجی‌گری هویت اجتماعی، ارزش درک شده و رضایتمندی مصرف‌کنندگان می‌باشد.
روش‌شناسی پژوهش: با توجه به جامعه نامحدود کاربران رسانه‌های اجتماعی شرکت آرایشی و بهداشتی سینره، تعداد 384 نفر به‌عنوان نمونه انتخاب شدند. داده‌های تحقیق با استفاده از پرسشنامه محقق ساخته برگرفته از تحقیق چن و لین  (2019) جهت تجزیه‌وتحلیل جمع‌آوری شد و روایی و پایایی آن موردبررسی قرار گرفت. این تحقیق ازنظر هدف، کاربردی و از منظر گرد‌آوری داده‌ها، توصیفی از نوع پیمایشی می‌باشد. جهت بررسی داده‌های جمع‌آوری‌شده از نرم‌افزار‌های SPSS و Smart PLS استفاده شد.
یافته‌ها: نتایج نشان می‌دهند که فعالیت‌های بازاریابی مبتنی بر رسانه‌های اجتماعی تأثیر مثبت و معناداری بر هویت اجتماعی، ارزش درک شده و رضایتمندی مشتریان دارد. هویت اجتماعی و ارزش درک شده نیز بر رضایتمندی مشتریان تأثیر مثبت و معناداری دارند. رضایتمندی مشتریان تأثیر مثبت و معناداری بر قصد خرید، قصد تداوم و قصد مشارکت دارد. هم‌چنین فعالیت‌های بازاریابی مبتنی بر رسانه‌های اجتماعی از طریق میانجی‌گری رضایتمندی بر قصد تداوم، قصد مشارکت و قصد خرید تأثیر دارد.
اصالت/ارزش افزوده علمی: نتایج این تحقیق برای طرح‌ریزی یک برنامه بازاریابی استراتژیک برای شرکت آرایشی و بهداشتی سینره مفید خواهد بود و به مدیران و بازاریابان کمک خواهد کرد یک استراتژی به‌منظور افزایش سطح عملکرد برند خود به‌وسیله تعریف عوامل خاص مرتبط با قصد خرید، ارزش درک شده مشتری و هویت اجتماعی برند طراحی کنند.

کلیدواژه‌ها

عنوان مقاله [English]

The Impact of Social Media Based Marketing Activities on Purchasing Intent Mediated by Social Identity, Perceived Value and Consumers Satisfaction of Cinere Company

نویسندگان [English]

  • Zeinab Sharifi
  • Naser Yazdani

Department of Business Administration, Faculty of Humanities, Shahed University, Tehran, Iran;

چکیده [English]

Purpose: The purpose of the present study was to investigate the impact of social media marketing activities on the intention to buy Consumers through the role of mediating social identity, perceived value and consumer’s satisfaction.
Methodology: According to the unlimited community of customers of Cinere Cosmetics Company, 384 people were selected as sample. Research data were collected using Chen and Lin (2019) research questionnaire for analysis, and its validity and reliability were assessed. This research is applied in terms of purpose and descriptive in terms of data collection. SPSS and Smart PLS software were used to analyze the collected data.
Findings: The results show that social media-based marketing activities have a positive and significant effect on social identity, perceived value, customer satisfaction, purchase intention, persistence intention, and participation intention. Social identity and perceived value also have a significant positive effect on 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 and will help managers and marketers find a strategy to increase their brand performance by defining specific factors related to the intention to buy, the perceived value of the customer. In addition, design the social identity of the brand.

کلیدواژه‌ها [English]

  • Social media marketing activities
  • Social Identity
  • perceived value
  • Consumers satisfaction
  • Purchase Intention
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