Modeling the Impact of Social Media Appealing on Individual Dealing with Social Business (Case: Instagram Social Business Pages)

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Kousha Behnaz; RASHIDI EHTESHAM; DANAEI ABOLFAZL

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Paper Information

Journal: Journal of Communication Research Year:2020 | Volume:27 | Issue:1 (101) Page(s): 95-122

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Information Journal Paper

Title

Modeling the Impact of Social Media Appealing on Individual Dealing with Social Business (Case: Instagram Social Business Pages)

Author(s)

Kousha Behnaz | RASHIDI EHTESHAM | DANAEI ABOLFAZL | Issue Writer Certificate

Keywords

Commitment to Social BusinessQ1

ParticipationQ2

personal interestQ1

Appeal of Social NetworksQ1

InstagramQ1

Abstract

Due to the growing popularity of social networks, social business is facing many challenges, including reducing user engagement in forums and the high cost of attracting and retaining customers, because of intense competition. The present study examined the main pattern of the impact of social media appealing on the development of social business among Iranian Instagram users, using a model of the relationship between the appealing of social media and Participation. It also discussed the relationship between Participation and Commitment to Social Business, taking into account the moderator variable of personal interest. This applied research conducted through descriptive and correlation method, and the data were collected through survey by 212 Instagram social business users. Based on the results, the theoretical model explains 44% of the changes in individual Commitment to Social Business; Instagram's social, informational, and visual appeal also increases user engagement and, consequently, increases Commitment to Social Business. Interactive and functional appeal did not have a significant effect on user engagement. The individual's personal interest in social commerce did not moderate the model's relationship and did not have a significant effect on Participation and Commitment to Social Business.

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APA: Copy

Kousha, Behnaz, RASHIDI, EHTESHAM, & DANAEI, ABOLFAZL. (2020). Modeling the Impact of Social Media Appealing on Individual Dealing with Social Business (Case: Instagram Social Business Pages). JOURNAL OF COMMUNICATION RESEARCH (PAZHOOHESH VA SANJESH), 27(1 (101) ), 95-122. SID. https://sid.ir/paper/385001/en

Vancouver: Copy

Kousha Behnaz, RASHIDI EHTESHAM, DANAEI ABOLFAZL. Modeling the Impact of Social Media Appealing on Individual Dealing with Social Business (Case: Instagram Social Business Pages). JOURNAL OF COMMUNICATION RESEARCH (PAZHOOHESH VA SANJESH)[Internet]. 2020;27(1 (101) ):95-122. Available from: https://sid.ir/paper/385001/en

IEEE: Copy

Behnaz Kousha, EHTESHAM RASHIDI, and ABOLFAZL DANAEI, “Modeling the Impact of Social Media Appealing on Individual Dealing with Social Business (Case: Instagram Social Business Pages),” JOURNAL OF COMMUNICATION RESEARCH (PAZHOOHESH VA SANJESH), vol. 27, no. 1 (101) , pp. 95–122, 2020, [Online]. Available: https://sid.ir/paper/385001/en

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