The Impact of Social Media Marketing on the Purpose of Purchasing the Right Body Clothing During the Corona Pandemic

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morsali heir kianoush

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Seminar Paper

Paper Information

Seminar: INTERNATIONAL CONFERENCE ON MANAGEMENT, TOURISM AND TECHNOLOGY
Year:2022 | Issue:5

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Title

The Impact of Social Media Marketing on the Purpose of Purchasing the Right Body Clothing During the Corona Pandemic

Author(s)

morsali heir kianoush

Keywords

brand

purchase intention

social marketing

Tane Dorost

Abstract

Introduction: The purpose of this study is the effect of social media marketing on the intention to buy the right body clothing during the corona pandemic. Methods: The statistical population of online buyers of Tane Dorost clothing, from which a sample size of 384people was selected, was assessed with an adaptation questionnaire whose validity and reliability were confirmed. To collect data, Kim and Koo (2012) social marketing questionnaire, Ghasemi and Nasrollahi (2009) intention to buy tools were used. In order to evaluate the construct validity of the research tool and structural equation modeling was used to test the research model using SPSS and AMOS software version. 23 Results: The results showed that social media marketing activities have a positive and significant effect on customers' purchasing intent. Conclusion: Finally, according to the results, it can be said that / since social media marketing is considered as an important factor in this study on the intention of customers to buy. This method can also be used as a competitive advantage.

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APA: Copy

morsali heir, kianoush. (2022). The Impact of Social Media Marketing on the Purpose of Purchasing the Right Body Clothing During the Corona Pandemic. INTERNATIONAL CONFERENCE ON MANAGEMENT, TOURISM AND TECHNOLOGY. SID. https://sid.ir/paper/1016063/en

Vancouver: Copy

morsali heir kianoush. The Impact of Social Media Marketing on the Purpose of Purchasing the Right Body Clothing During the Corona Pandemic. 2022. Available from: https://sid.ir/paper/1016063/en

IEEE: Copy

kianoush morsali heir, “The Impact of Social Media Marketing on the Purpose of Purchasing the Right Body Clothing During the Corona Pandemic,” presented at the INTERNATIONAL CONFERENCE ON MANAGEMENT, TOURISM AND TECHNOLOGY. 2022, [Online]. Available: https://sid.ir/paper/1016063/en

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