Identify the factors affecting consumer behavior through social media

Subject Areas : business management

masomeh jalilian ¹ , Hossein Safarzadeh ² , seyyed kamran nourbakhsh ³

1 - Department of Business Management , Central Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Department of Business Management , Central Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Department of Business Management , Central Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2021-02-02 Accepted : 2021-05-17 Published : 2021-09-23

Keywords: Consumer behavior, social media, clothing industry,

Abstract :

Today, social media has become a new and important skill for everyone. The access of millions of users to the media has made these media the focus of modern societies and businesses and has gained considerable popularity. Proper knowledge of these media makes marketers more than ever Be able to use these tools effectively and efficiently. The aim of this study was to identify the impact of social media on consumer behavior (Case study: clothing industry in Iran). The research method is descriptive-survey and in terms of practical purpose and sampling method is available and a researcher-made online questionnaire has been used. The statistical population of media users and consumers in Tehran with a sample size of 384 people was considered. Data analysis was performed at two levels of descriptive statistics and inferential statistics using SPSS 22 and Smart PLS 2.0 software. The results showed that the variables identified in the model have validity and the value of matching fit indicators is strong and indicates the high quality of the model.