Investigating the Impact of Social Media Marketing and Customer Trust on Purchasing Intent with the Mediating Role of Customer Participation

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arefi amin; rezazadeh moghadam Abolfazl

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Seminar Paper

Paper Information

Seminar: INTERNATIONAL CONFERENCE ON CHALLENGE AND NEW SOLUTIONS IN INDUSTRIAL ENGINEERING AND MANAGEMENT AND ACCOUNTING
Year:2021 | Issue:2

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Title

Investigating the Impact of Social Media Marketing and Customer Trust on Purchasing Intent with the Mediating Role of Customer Participation

Author(s)

arefi amin | rezazadeh moghadam Abolfazl

Keywords

Social Media Marketing

Customer Trust

Purchasing Intention

Customer Engagement

Abstract

The subject of this study is to investigate the effect of Social Media Marketing and Customer Trust on the intention to buy with the mediating role of customer participation in life insurance agencies in Qom province. This research is considered as an applied research in terms of purpose and the nature of this research is descriptive-survey. Field method and questionnaire tools were used to collect research data. The validity of the questionnaire has been confirmed due to the use of Tor et al. (2017) and Rachbi (2018) questionnaires and the approval of professors and the reliability of the questionnaire including Cronbach's alpha above 0. 7. The statistical population of this research is the customers of life insurance agencies in Qom province in an unlimited number and the statistical sample according to the Cochran unlimited formula is 384 people. Statistical analysis of this research was performed using SPSS and LISREL software. The results show that Social Media Marketing has a positive effect on the intention to buy in life insurance agencies in Qom province. Social Media Marketing has a positive effect on customer participation in life insurance agencies in Qom province. Customer Trust has a positive effect on the intention to buy in life insurance agencies in Qom province. Customer Trust has a positive effect on customer participation in life insurance agencies in Qom province. Customer participation has a positive effect on the intention to buy in life insurance agencies in Qom province. Social Media Marketing has a positive effect on the intention to buy with the mediating role of customer participation in life insurance agencies in Qom province. Customer Trust has a positive effect on the purchase intention with the mediating role of customer participation in life insurance agencies in Qom province.

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APA: Copy

arefi, amin, & rezazadeh moghadam, Abolfazl. (2021). Investigating the Impact of Social Media Marketing and Customer Trust on Purchasing Intent with the Mediating Role of Customer Participation. INTERNATIONAL CONFERENCE ON CHALLENGE AND NEW SOLUTIONS IN INDUSTRIAL ENGINEERING AND MANAGEMENT AND. SID. https://sid.ir/paper/949498/en

Vancouver: Copy

arefi amin, rezazadeh moghadam Abolfazl. Investigating the Impact of Social Media Marketing and Customer Trust on Purchasing Intent with the Mediating Role of Customer Participation. 2021. Available from: https://sid.ir/paper/949498/en

IEEE: Copy

amin arefi, and Abolfazl rezazadeh moghadam, “Investigating the Impact of Social Media Marketing and Customer Trust on Purchasing Intent with the Mediating Role of Customer Participation,” presented at the INTERNATIONAL CONFERENCE ON CHALLENGE AND NEW SOLUTIONS IN INDUSTRIAL ENGINEERING AND MANAGEMENT AND. 2021, [Online]. Available: https://sid.ir/paper/949498/en

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