Investigating the Effect of Social Media Marketing Activities on Repurchase Intention and Sustainable Social Communication (Case Study: Atiesaz Iranian Company in Mashhad)

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Ghorbi Sayede Somaye; Akbari Arre Kamari Mohammad; Qasemi Namaghi Mohammad

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Journal Paper

Paper Information

Journal: JOURNAL OF MARKETING MANAGEMENT Year:2022 | Volume:17 | Issue:54 Page(s): 111-129

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Information Journal Paper

Title

Investigating the Effect of Social Media Marketing Activities on Repurchase Intention and Sustainable Social Communication (Case Study: Atiesaz Iranian Company in Mashhad)

Author(s)

Ghorbi Sayede Somaye | Akbari Arre Kamari Mohammad | Qasemi Namaghi Mohammad | Issue Writer Certificate

Keywords

Purchase Intention

Social Communication

Sustainable

Social Network Marketing

Social Identity

Abstract

With the advent of social networks, a new style of human interaction and communication has emerged around the world. This change in style in areas such as marketing and consumer behavior has led to more focus and attention on the customer. Therefore, the aim of the present study is to investigate the effect of social media marketing activities on rePurchase Intention and Sustainable Social Communication in Atisaz Iranian Iranian Company in Mashhad. The present study is applied in terms of purpose and descriptive-survey in terms of data collection method. The statistical population of this research includes the customers of Atiesaz Iranian Company in Mashhad. The sampling method is simple random. The number of samples in this study is 374 people. The tool used for data collection is a questionnaire; the face and content validity of which is approved by professors and experts in the field of marketing. Also, to determine the convergent validity, the extracted mean variance method has been used. Cronbach's alpha and combined reliability were used to calculate the reliability. Structural equation software (PLS) was used to analyze the data. The results show that Social Network Marketing activities have a direct, positive and significant effect on rePurchase Intention and Sustainable Social Communication and customer satisfaction. The results of the study of mediating variables also show that customer experience and perceived value have a positive and direct effect on customer satisfaction. On the other hand, no significant relationship was observed between the variables of customer identity and customer satisfaction.

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APA: Copy

Ghorbi, Sayede Somaye, Akbari Arre Kamari, Mohammad, & Qasemi Namaghi, Mohammad. (2022). Investigating the Effect of Social Media Marketing Activities on Repurchase Intention and Sustainable Social Communication (Case Study: Atiesaz Iranian Company in Mashhad). JOURNAL OF MARKETING MANAGEMENT, 17(54 ), 111-129. SID. https://sid.ir/paper/410650/en

Vancouver: Copy

Ghorbi Sayede Somaye, Akbari Arre Kamari Mohammad, Qasemi Namaghi Mohammad. Investigating the Effect of Social Media Marketing Activities on Repurchase Intention and Sustainable Social Communication (Case Study: Atiesaz Iranian Company in Mashhad). JOURNAL OF MARKETING MANAGEMENT[Internet]. 2022;17(54 ):111-129. Available from: https://sid.ir/paper/410650/en

IEEE: Copy

Sayede Somaye Ghorbi, Mohammad Akbari Arre Kamari, and Mohammad Qasemi Namaghi, “Investigating the Effect of Social Media Marketing Activities on Repurchase Intention and Sustainable Social Communication (Case Study: Atiesaz Iranian Company in Mashhad),” JOURNAL OF MARKETING MANAGEMENT, vol. 17, no. 54 , pp. 111–129, 2022, [Online]. Available: https://sid.ir/paper/410650/en

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