این سایت در حال حاضر پشتیبانی نمی شود و امکان دارد داده های نشریات بروز نباشند
Iranian Journal of Management Studies، جلد ۱۷، شماره ۴، صفحات ۱۰۴۳-۱۰۶۲
عنوان فارسی
چکیده فارسی مقاله
کلیدواژه‌های فارسی مقاله
عنوان انگلیسی The Effect of Social Media Marketing on Purchase Intention with the Mediating Role of Brand Awareness and Consumer Motivation
چکیده انگلیسی مقاله This study aims to examine the effects of social media marketing activities (SMMAs) on purchase intention (PI), with the mediating roles of brand awareness (BA) and consumer motivation (CM). Data from 379 participants who used social media were analyzed using structural equation modeling. Results revealed that SMMAs had a significant positive effect on BA, CM, and PI. The effect of CM on PI was also significant. However, the effect of BA on PI was not statistically significant. In addition, CM had a mediating role in the relationship between SMMAs and PI, but BA did not mediate the relationship between SMMAs and PI. This research indicates that marketing managers should acknowledge the main characteristics of online consumers and customize their content to meet customers’ specific needs. The results of this study may be utilized in the development of SMMA strategies.
کلیدواژه‌های انگلیسی مقاله Social Media Marketing,Purchase intention,brand awareness,Consumer motivation,Instagram
نویسندگان مقاله Omid Mahdieh |
Department of Management and Accounting, Faculty of Humanities, University of Zanjan, Zanjan, Iran

Saeed Mohammadi |
Department of Management and Accounting, Faculty of Humanities, University of Zanjan, Zanjan, Iran

Fariba Mohammadi |
Department of Corporate Entrepreneurship, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran

نشانی اینترنتی https://ijms.ut.ac.ir/article_97997_773c1bf0ce2e94636c3939b5666f3698.pdf
فایل مقاله فایلی برای مقاله ذخیره نشده است
کد مقاله (doi)
زبان مقاله منتشر شده en
موضوعات مقاله منتشر شده
نوع مقاله منتشر شده
برگشت به: صفحه اول پایگاه   |   نسخه مرتبط   |   نشریه مرتبط   |   فهرست نشریات