Investigating The Impact Of Social Media Advertising On WOM Based On Brand Loyalty And Purchase Intention

Q: How can I download an article?

To download an article from SID, first log in to the site, search for the article title, and click on the 'Download Article' option.

Q: How can I download an ISI article?

To download an ISI article on SID, enter the keyword or article title in the search bar, view the relevant results, click on the desired article, and select the 'Download Article' option.

Q: How can I access the SID database?

To access the SID database, visit SID.ir, create an account, and log in to access scientific resources.

Q: Is downloading articles from SID free?

Some articles on SID are available for free, while others require payment. Details are specified on the article's page.

Hassanpour Golshani Safa; Khodadad Hossaini Seyyed Hamid; AHMADI PARVIZ

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Seminar Paper

Paper Information

Seminar: INTERNATIONAL CONFERENCE ON MANAGEMENT AND INDUSTRY
Year:2021 | Issue:1

Download Full-Text

View:

130

Download:

Information Seminar Paper

Title

Investigating The Impact Of Social Media Advertising On WOM Based On Brand Loyalty And Purchase Intention

Author(s)

Hassanpour Golshani Safa | Khodadad Hossaini Seyyed Hamid | AHMADI PARVIZ

Keywords

Social Media Advertising

Interactivity

Purchase Intention

Brand Loyalty

WOM

Abstract

The rapid growth of the Internet and the widespread use of cyberspace have attracted businesses to this new and influential environment. This trend has made Social Media Advertising one of the most effective ways to attract customers. In the meantime, achieving a two-way relationship and interacting with customers is effective in advancing sales goals, retaining customers and creating new customers for the company. The purpose of this study is to investigate the impact of Social Media Advertising on WOM based on Brand Loyalty and Purchase Intention, which is practical in terms of purpose and descriptive and correlational in terms of data collection and analysis. In order to study the model and test the research hypotheses, the data were collected through the distribution of questionnaires according to the sample size of 395 customers of companies in Anzali city and Anzali free zone area who were members of social networks and using structural equation method Performed by SPSS22 and SMART PLS3 software. The results of this study in examining the relationship between model variables from path analysis show that the positive effect of Interactivity on Purchase Intention is not confirmed. Other research hypotheses that examine the impact of dimensions of Social Media Advertising on WOM are confirmed.

Cites

No record.

References

No record.

Cite

APA: Copy

Hassanpour Golshani, Safa, Khodadad Hossaini, Seyyed Hamid, & AHMADI, PARVIZ. (2021). Investigating The Impact Of Social Media Advertising On WOM Based On Brand Loyalty And Purchase Intention. INTERNATIONAL CONFERENCE ON MANAGEMENT AND INDUSTRY. SID. https://sid.ir/paper/949523/en

Vancouver: Copy

Hassanpour Golshani Safa, Khodadad Hossaini Seyyed Hamid, AHMADI PARVIZ. Investigating The Impact Of Social Media Advertising On WOM Based On Brand Loyalty And Purchase Intention. 2021. Available from: https://sid.ir/paper/949523/en

IEEE: Copy

Safa Hassanpour Golshani, Seyyed Hamid Khodadad Hossaini, and PARVIZ AHMADI, “Investigating The Impact Of Social Media Advertising On WOM Based On Brand Loyalty And Purchase Intention,” presented at the INTERNATIONAL CONFERENCE ON MANAGEMENT AND INDUSTRY. 2021, [Online]. Available: https://sid.ir/paper/949523/en

Related Journal Papers

No record.

Related Seminar Papers

No record.

Related Plans

No record.

Recommended Workshops