نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکترای مدیریت بازرگانی، گروه مدیریت، دانشگاه آزاد بابل، بابل، ایران
2 کارشناسی ارشد اقتصاد، گروه اقتصاد، دانشگاه سمنان، سمنان، ایران
3 کارشناسی ارشد مهندسی صنایع، گروه مهندسی صنایع، موسسه آموزش عالی روزبهان ساری، ساری، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Today, social media is increasingly used as a platform for marketing and advertising activities.Organizations spend a lot of resources on advertising in social networks, however, their constant challenge has been how to influence social media in order to better attract customers and motivate them to buy. Return on investment in advertising requires a targeted advertising strategy. Considering the expansion and influence of social media and Instagram in particular, the present study has been conducted to investigate the effect of its features on the purchase intention of customers. This study was descriptive in terms of purpose and method of data collection. The statistical population of the current research is the customers of Refah chain store in Swadkoh city. The data were obtained from standard questionnaires, which were measured with Likert scale. Its reliability was confirmed using Cronbach's alpha test. Descriptive statistics and analytical statistics were analyzed through SPSS software and through Structural Equation Modeling (SEM) using SmartPLS software. Research findings have shown that perceived enjoyment and bonding motivation and habit of advertising and performance expectations, information and interaction have a positive and significant impact on customer intention of social media.
کلیدواژه‌ها [English]
)