Review the effect of social media content on purchase intention according to mediating role normative social and informational influence and customer’ s relationship (Novin leather’ s customers through social network of Instagram)

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Feyzi zahra; GHAFARI ASHTIANI PEYMAN

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Paper Information

Journal: JOURNAL OF MARKETING MANAGEMENT Year:2019 | Volume:13 | Issue:41 Page(s): 1-20

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Title

Review the effect of social media content on purchase intention according to mediating role normative social and informational influence and customer’ s relationship (Novin leather’ s customers through social network of Instagram)

Author(s)

Feyzi zahra | GHAFARI ASHTIANI PEYMAN | Issue Writer Certificate

Keywords

Social MediaQ1

Purchase IntentQ1

Normal Social InfluenceQ1

Information Social InfluenceQ1

Customer RelationshipQ1

Abstract

Todays, because of easy access of people to cyber space and social networks, Internet has got to inseparable part of life. Companies are trying to use this opportunity to their advantage desirably. Due to the tendency of young people to use social networks, these networks can use for closer communication with potential and actual customers. In recent years, customers use online environment with new viewpoint and commercial manner. The emergence and expansion of online stores has turned users in to customers and Social Media has changed the way of relationship between marketers and customers. This research studies the effect of Social Media content on Purchase Intention according to mediating role of normative social and informational influence and customer’ s relationship. Therefore, the researcher attempts to investigate the effect of Social Media content on Purchase Intention with regard to the mediating role of normative and informational social influence and Customer Relationship. This research is an applied research in terms of purpose and in terms of data collection it is a descriptive and survey research. The statistical population of this study is customers of the new leather shop via Instagram social network. In this regard, while reviewing the literature on the subject and using library resources, the researcher used a questionnaire to collect information. The hypotheses of this study have been tested using Structural Equation Test and LISREL software. The results show that Social Media content has a positive effect on Purchase Intention both directly and with the three mediating variables of normative and informational social influence and Customer Relationship.

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APA: Copy

Feyzi, zahra, & GHAFARI ASHTIANI, PEYMAN. (2019). Review the effect of social media content on purchase intention according to mediating role normative social and informational influence and customer’ s relationship (Novin leather’ s customers through social network of Instagram). JOURNAL OF MARKETING MANAGEMENT, 13(41 ), 1-20. SID. https://sid.ir/paper/218835/en

Vancouver: Copy

Feyzi zahra, GHAFARI ASHTIANI PEYMAN. Review the effect of social media content on purchase intention according to mediating role normative social and informational influence and customer’ s relationship (Novin leather’ s customers through social network of Instagram). JOURNAL OF MARKETING MANAGEMENT[Internet]. 2019;13(41 ):1-20. Available from: https://sid.ir/paper/218835/en

IEEE: Copy

zahra Feyzi, and PEYMAN GHAFARI ASHTIANI, “Review the effect of social media content on purchase intention according to mediating role normative social and informational influence and customer’ s relationship (Novin leather’ s customers through social network of Instagram),” JOURNAL OF MARKETING MANAGEMENT, vol. 13, no. 41 , pp. 1–20, 2019, [Online]. Available: https://sid.ir/paper/218835/en

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