The key role of social media is in building trust and shaping the repurchase intention of customers

Subject Areas : marketing

Seyedvahid Hosseinipour ¹ , Mohammad Reza Bagherzadeh ² , Masoud Yousefzadeh ³ , Mehrdad Matani ⁴ , Seyed Ahmad Jafari Kolarijani ⁵

1 - The Student of Ph.D., Media Management, Islamic Azad University, Ghaemshahr, Iran.
2 - Assistant Professor, Department of Public Administration, Ghaemshahr Branch, Islamic Azad University, Ghaemshahr, Iran
3 - Assistant Professor, Department of Educational Management, Qaemshahr Branch, Islamic Azad University, Qaemshahr, Iran
4 - Department of Management, Ghaemshahr Branch, Islamic Azad University, Ghaemshahr, Iran
5 - Department of Management, Ghaemshahr Branch, Islamic Azad University, Ghaemshahr, Iran

Received: 2024-05-12 Accepted : 2024-08-04 Published : 2025-09-26

Keywords: Repurchase, social media, trust, loyalty, meta-synthesis,

Abstract :

Re-purchasing on social media platforms is one of the youngest and most lucrative methods of marketing and online commerce. Platforms like Facebook, Instagram, Twitter, and LinkedIn, which billions of people use daily for communication, sharing experiences, and discovering new content, play a significant role in society, commercial enterprises, and online commerce. This research utilized a meta-synthesis method, identifying 800 reputable scientific articles published between 2010 and 2022. Ultimately, 13 research articles were selected to present a comprehensive categorization of factors influencing repeat purchase behavior. After text study and extraction, key codes were extracted and clustered using ATLAS.ti 9 software, and arranged into concepts and components. The research findings identified 63 codes, categorized into 17 core codes and 6 themes. The results indicated that the main factors influencing repeat purchases by consumers include psychological factors, experiential factors, marketing-related factors, psychological attribute factors, trust, and loyalty, all of which significantly impact customer repeat purchasing behavior

References:

اله‌وردی، زهرا و لندران اصفهانی، سعید. (2022). بررسی نقش فعالیت بازاریابی رسانه‌های اجتماعی و تجربه مشتری بر قصد وفاداری و قصد مشارکت مشتری با در نظر گرفتن نقش میانجی کیفیت رابطه (مورد مطالعه: فروشگاه آنلاین آرایشی و بهداشتی بانی‌مد). فصلنامه مطالعات مدیریت و توسعه پایدار، 2(1)، 65-90.‎https://doi.org/10.30495/MSDS.2022.1955946.1047
دوالی، محمد مهدی، معصوم زاده جوزدانی، رسول، و رسولی، نسرین. (1402). تأثیر قصد خرید و پیشایندهای آن بر اخبار جعلی با تعدیل‌گری اعتماد برند: رویکرد زنجیرۀ یادگیری اجتماعی. تحقیقات بازاریابی نوین، 13(2)، 143-168. https://doi.org/doi:10.22108/nmrj.2023.137350.2878
رشیدی، حسن.، رحمانی، زین‌العابدین. (1392). برند و تأثیر آن بر وفاداری مشتری. مجلۀاقتصادی، (10 و 9)، 65-8.https://ensani.ir/fa/article/327412
رضایی، ندا، اسلامی، حسین، و افشانی، سیدعلیرضا. (1402). کاوشی زمینه‌مند از فرایند‌های منتهی به سودمحوری ازطریق بازاریابی رسانه‌های اجتماعی. جامعه شناسی کاربردی، 34(1)، 67-88. https://doi.org/10.22108/jas.2023.135477.2334
روشندل اربطانی، طاهر. (1395). تأثیر شبکه های اجتماعی در بهبود وفاداری و ارتباط مشتری‌ـ برند‌ (مطالعۀ موردی: برند لپ‌تاپ). مدیریت بازرگانی، 8(3)، 587-606. https://doi.org/10.22059/jibm.2016.60629
شیرخدایی، میثم، عابدین، بهاره، و داداش پور، سیما. (1401). شناسایی عوامل مؤثر بر هم‌آفرینی برند در جوامع برند رسانه‌های اجتماعی. تحقیقات بازاریابی نوین، 12(4)، 69-90. https://doi.org/10.22108/nmrj.2022.132696.2657
غفوریان شاگردی، امیر، دانشمند، بهناز و بهبودی، امید. (1395). تأثیر بازاریابی شبکه‌های اجتماعی بر وفاداری برند و قصد خرید مصرف‌کنندگان. تحقیقات بازاریابی نوین، 7(4)، 175-190. https://doi.org/10.22108/NMRJ.2018.89511.0
کاپفرر، ژان نوئل (1385). مدیریت راهبردی نام تجاری. ترجمة سینا قربانلو، تهران: انتشارات مبلغان.
Al Amin, Md. (2022). The Influence of Psychological, Situational and the Interactive Technological Feedback-Related Variables on Customers’ Technology Adoption to Use Online Shopping Applications. Journal of Global Marketing, 35(5), 384–407. https://doi.org/10.1080/08911762.2022.2051157
Amalia, A., & Kurniawati. (2023). Pengaruh positif social media marketing activities terhadap repurchase intention melalui brand awareness dan brand image. Jurnal Ekonomi Trisakti, 3(1), 427-438. https://doi.org/10.25105/jet.v3i1.15602
Babu, D., George, A.P. (2022). impact of brand parity on brand-related factors-customer satisfaction-repurchase intention continuum: an empirical study on deodorant brands. Academy of Marketing Studies Journal, 26(1).
Creswell, John W. (2018). "Research Design: Qualitative, Quantitative, and Mixed Methods Approaches." Sage Publications. Available in: https://us.sagepub.com
Given, Lisa. M. (Ed.). (2021). “The SAGE Encyclopedia of Qualitative Research Methods.” Sage Publications. https://doi.org/10.4135/9781412963909
Gunawan, A., Jasfar, F., Hady, H., & Arafah, W. (2023). The Influence of Customer Experience, Information Quality, and Service Innovation on Trust that Mediated by Repurchase Intentions on Conventional Taxis in Jakarta. Journal of Economics, Finance and Management Studies. 6(1). 58-96. DOI: https://doi.org/10.47191/jefms/v6-i1-10
Hassan, M., Kazmi, S., Rehman, M. A., Amaad, H., & Padlee, S. F. (2021). The online shoppers’ behavioral intentions, e-satisfaction, the pathway to repurchase behavior: A quantitative analysis. Estudios de Economia Aplicada, 39(4). https://doi.org/10.25115/eea.v39i4.4493
Hesse-Biber, Sharlene. Nagy. (2018). “The Oxford Handbook of Multimethod and Mixed Methods Research Inquiry.” Oxford University Press. available in: available in: https://global.oup.com
Ibrahim, Blend, Ahmad Aljarah, and Dima Sawaftah. 2021. "Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism" Sustainability 13, no. 4: 2277. https://doi.org/10.3390/su13042277
Khoirunnisa, A., & Astini, R. (2021). The effects of experiential marketing and social media marketing on repurchase intention with brand trust as variable mediation for wearing klamby hijab fashion products. European Journal of Business Management and Research, 6(6), 35-41. https://doi.org/10.24018/ejbmr.2021.6.6.1145
Kotler, P. (2000). Marketing management: The millennium edition (10th ed.). Englewood Cliffs, NJ: Prentice Hall.
Lacap, J. P. G., Cruz, M. R. M., Bayson, A. J., Molano, R., & Garcia, J. G. (2024). Parasocial relationships and social media interactions: Building brand credibility and loyalty. Spanish Journal of Marketing-ESIC, 28(1), 77-97. https://doi.org/10.1108/SJME-09-2022-0190
Lei, C., Hossain, M. S., & Wong, E. (2023). Determinants of repurchase intentions of hospitality services delivered by artificially intelligent (AI) service robots. Sustainability, 15(6), 4914. https://doi.org/10.3390/su15064914 )
Liu, C.-T., Guo, Y. M., & Lee, C.-H. (2011). The effects of relationship quality and switching barriers on customer loyalty. International Journal of Information Management, 31(1), 71-79. https://doi.org/10.1016/j.ijinfomgt.2010.05.008
Maskuroh, N., Fahlevi, M., Irma, D., Rita, R., & Rabiah, A. (2022). Social media as a bridge to e-commerce adoption in Indonesia: A research framework for repurchase intention. International Journal of Data and Network Science, 6(1), 107-114. https://doi.org/10.5267/j.ijdns.2021.9.017 )
Mittal, V., & Kamakura, W. (2001). Satisfaction, repurchase intent, and repurchase behavior: Investigating the moderating effect of customer characteristics. Journal of Marketing Research, 38(1), 131-142. https://doi.org/10.1509/jmkr.38.1.131.18832
Muchardie, B., Yudiana, N., & Gunawan, A. (2016). Effect of social media marketing on customer engagement and its impact on brand loyalty in Caring Colours cosmetics, Martha Tilaar. Binus Business Review, 7(1), 83. https://doi.org/10.21512/bbr.v7i1.1458
Mutambik, Ibrahim. (2023). Customer Experience in Open Banking and How It Affects Loyalty Intention: A Study from Saudi Arabia" Sustainability 15, no. 14: 10867. https://doi.org/10.3390/su151410867
Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., … Moher, D. (2021, March 29). The PRISMA 2020 statement: An updated guideline for reporting systematic reviews. The BMJ. BMJ Publishing Group. https://doi.org/10.1136/bmj.n71
Pappas, I. O., Pateli, A. G., Giannakos, M. N., & Chrissikopoulos, V. (2014). Moderating effects of online shopping experience on customer satisfaction and repurchase intentions. International Journal of Retail and Distribution Management, 42(3), 187–204. https://doi.org/10.1108/IJRDM-03-2012-0034
Payne, A., & Frow, P. (2005). A strategic framework for customer relationship management. Journal of Marketing, 69(4), 167-176. https://doi.org/10.1509/jmkg.2005.69.4.167
Poetri, M. (2019). The effect of experiential marketing and psychological pricing on repurchase intention of customers in store x. Russian Journal of Agricultural and Socio-Economic Sciences, 92(8), 214-218. https://doi.org/10.18551/rjoas.2019-08.23
Prabowo, H., Astuti, W., & Respati, H. (2020). Effect of service quality and brand image on repurchase intention through word of mouth at budget hotels airy rooms. Open Journal of Business and Management, 08(01), 194-207. https://doi.org/10.4236/ojbm.2020.81012)
Rachmadhaniyati, R., & Sanaji, S. (2021). Pengaruh social media marketing terhadap customer engagement dengan loyalitas merek dan kepercayaan sebagai variabel mediasi. Jurnal Ilmu Manajemen, 9(3), 1124-1137. https://doi.org/10.26740/jim.v9n3.p1124-1137
Simbolon, F., & Law, V. (2022). Social media marketing through Instagram and repurchase intention: The mediating role of customer engagement. Binus Business Review, 13(3), 223-232. https://doi.org/10.21512/bbr.v13i3.8576
Wan, X., Huang, X., & Dong, Y. (2016). The moderating role of product categories in the relationship between online fulfillment, procurement, and consumer repurchase intention: A hierarchical analysis. Journal of Supply Chain Management, 52(4), 63–76. https://doi.org/10.1111/jscm.12114
Yang, Q., Hayat, N., Mamun, A., Makhbul, Z., & Zainol, N. (2022). Sustainable customer retention through social media marketing activities using hybrid SEM-neural network approach. Plos One, 17(3), e0264899. https://doi.org/10.1371/journal.pone.0264899
Yu, C. Z., Chan, T. J., & Zolkepli, I. A. (2023). Bridging social media content and re-purchasing behavior: The mediation role of interactivity and e-WOM. International Journal of Data and Network Science, 7(1), 251-264. https://doi.org/10.5267/j.ijdns.2022.10.008
Yum, K., & Yoo, B. (2023). The impact of service quality on customer loyalty through customer satisfaction in mobile social media. Sustainability, 15(14), 11214. https://doi.org/10.3390/su151411214
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22. https://doi.org/10.1177/002224298805200302
Zeqiri, J., Ramadani, V., & Aloulou, W. J. (2023). The effect of perceived convenience and perceived value on intention to repurchase in online shopping: the mediating effect of e-WOM and trust. Economic Research-Ekonomska Istraživanja, 36(3). https://doi.org/10.1080/1331677X.2022.2153721