Investigating the effect of social networks on consumer purchase intention among social network users

Subject Areas : marketing

Seyed Rasoul  Hoseini ¹ (Department of Management, Faculty of Humanities, Torbat Heydariyeh Branch, Islamic Azad University, Torbat Heydariyeh, Iran)
Hosein  Asgari ² (Department of Management, Faculty of Humanities, Neishabour Branch, Islamic Azad University, Neishabour, Iran)
Ammar  Moghaddas Shargh ³ (Department of Management, Faculty of Humanities, Science and Research Branch, Tehran-Khorasan Razavi, Islamic Azad University, Neishabour, Iran)

Received: 2022-06-11 Accepted : 2022-09-08 Published : 2022-08-23

Keywords: purchase intention, Management, Brand Image, Social networks, brand equity,

Abstract :

Today, the influence of social networks in the daily life of people is undeniable, therefore, marketing and advertising has become a factor for a brand's competitive advantage due to the prevalence of this issue in social networks. Information technology gives the opportunity to all the people of the world to do virtual business through the Internet, and also enables them to communicate with people all over the world. Focusing on social networks, this research seeks to provide a method for targeting more advertising messages in social networks and as a result, increasing purchase intention. The current research is applied in terms of purpose and in terms of the method of collecting descriptive information of the correlation type and specifically based on the structural equation model. The statistical population of this research includes users of three social networks: Telegram, Instagram and Facebook. 400 questionnaires were distributed online among the users of the three social networks and the results were analyzed using the structural equation technique. The results showed the positive effect of the four variables of argument quality, source credibility, customization, and fun on the attitude towards advertisements presented in social networks. Also, the attitude variable had a positive and significant effect on the brand image and brand value. The relationship between brand image and purchase intention was also significant, but no significant relationship was found between brand equity and purchase intention.

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