Presenting a model of consumer behavior change in social networks based on brand influence

Karami, Somayeh; Mirabi, Vahid Reza; Moradi Shahdadi, Khosro; Ahmadi, Faegh

doi:JABM.3.2.15564.654985.41515

Presenting a model of consumer behavior change in social networks based on brand influence

Document Type : The scientific research paper

Authors

Somayeh Karami ¹

Vahid Reza Mirabi ²

Khosro Moradi Shahdadi ³

Faegh Ahmadi ³

¹ Department of Management, Qe.C., Islamic Azad University, Qeshm, Iran.

² Department of Mangement, CT.C., Islamic Azad University, Tehran, Iran.

³ Department of Financial Management, Qe.C,. Islamic Azad University, Qeshm, Iran.

JABM.3.2.15564.654985.41515

Abstract

This study was conducted with the aim of presenting a model of consumer behavior change in social networks based on brand influence. The statistical population of the qualitative part of the research was formed by experts in the field of marketing and branding, who used a purposive sampling method with a snowball approach to select the sample. In the end, 9 people formed the statistical sample after reaching theoretical saturation. In this type of sampling, first, several people who have the desired characteristics are found and after interviewing them, they are asked to introduce other people for the interview, and the number of respondents is gradually increased in this order. The statistical population of the quantitative part of the research also includes customers of Digikala Company who have purchased at least twice and at least one year has passed since their first order. Due to their unlimited size, 200 people are selected purposefully and nonprobably. The sampling method in this study was purposeful, so that initially a certain number (about 1000 people) of real Digikala customers nationwide (by applying a filter that had purchased at least twice and at least one year had passed since the date of their first order) were selected. Since quantitative analysis in this study is based on confirmatory factor analysis with the structural equation modeling method, it is performed according to the rules for determining sample size in multivariate statistical analyses. In this study, due to the use of a mixed research method, both qualitative and quantitative research data collection tools are used, in other words, a semistructured interview tool is used for the qualitative part and a questionnaire tool is used for the quantitative part. MaxQDA software is used for qualitative analysis. After forming the overarching themes and organizing them, which somehow explains the main components of the research, in the next stage, quantitative questionnaire questions were prepared and, using the opinions of academic experts (professors and doctoral students in marketing management) and digital marketing experts, the content validity was calculated using the content validity ratio or CVR method and unnecessary questions were eliminated according to the Lavish formula. Finally, the questionnaire with questions confirmed in terms of content validity was distributed among the statistical sample of the quantitative section (digital goods customers) and, with the help of AMOS software and using the fit indices of confirmatory path analysis, the model scale validation was evaluated in terms of reliability and convergent and divergent validity.

Keywords

Social network

consumer behavior

brand influence

Subjects

Brand Management

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