Analysis of Socio-Cultural Strategies Aimed at Influencing the Purchasing Behavior of the Iranian Progressive Generation

Subject Areas :

Toktam Pishfang ¹ , hadi bastam ² , Ali Hosseinzadeh ³

1 -
2 - Visiting Assistant Professor, Department of Management, Torbet Heydarieh Branch, Islamic Azad University, Torbet Heydarieh, Iran (Inviting Assistant Professor) and Assistant Professor of Business Administration, Tabran Higher Education Institute, Mas
3 - Assistant Prof., Department of Management, Torbat Heydariyeh Branch, Islamic Azad University, Torbat Heydariyeh, Iran

Received: 2025-05-22 Accepted : 2025-07-02

Keywords: Progressive generation's purchasing behavior, cultural transformations, social networks, emerging technologies.,

Abstract :

Cultural, social, and technological transformations have significantly influenced the purchasing behavior of the Iranian progressive generation. This study aims to identify the cultural and social dimensions and components that impact the purchasing behavior of this generation. The research population consists of experts in the field of culture and university professors in marketing. Using a qualitative content analysis approach, the data collected from semi-structured interviews were analyzed and categorized according to the Interpretive Structural Modeling (ISM) method. A total of 45 sub-categories were identified, which were then grouped into 13 main categories and 4 general clusters within a five-level model. These categories included cultural and social characteristics of the progressive generation in purchasing, cultural and social strategies in sales, cultural transformations in the progressive generation's shopping experience, and new technologies. The results indicate that the progressive generation is influenced by digital interactions, social networks, user opinions, and reference groups. Quick communication, short messages, and engaging videos play a key role in their purchasing decisions. Additionally, the social values and corporate responsibility of brands in environmental and social areas significantly affect the trust and loyalty of this generation. On the other hand, emerging technologies such as artificial intelligence and augmented reality play a crucial role in enhancing the shopping experience for the progressive generation. These findings can assist businesses and brands in developing marketing strategies tailored to the cultural and social characteristics of this generation.

References:

حفیظی اردکانی، نرگس. (1399). بررسی تاثیر ارتباطات بازاریابی رسانه اجتماعی بر نگرش مصرف کنندگان جوان ایرانی. پایان نامه کارشناسی ارشد. دانشگاه علوم پزشکی آزاد اسلامی تهران، دانشکده علوم و فناوری‌های نوین.
شیرخدایی, میثم, فلاح لاجیمی, حمیدرضا, ادبی فیروزجایی, علی, خانجانزاده کاکرودی, نوید, & نجات, سهیل. (1401). بازاریابی اینستاگرامی: انتخاب اینفلوئنسر در صنایع غذایی با رویکرد فوکام. مدیریت بازرگانی, 14(3), 495-518.
طالبی اقدم، بهروز،(1401)، ارتباط بین فعالیتهای پیشبرد فروش با رفتار پس از خرید مشتریانفروشگاههای کالاهای ورزشی شهر تبریز،همایش ملی پژوهش های نوین روانشناسی در ورزش و مدیریت.
لندران اصفهانی، سعید و معین الدینی چادگانی، سیدیاسر،(1400)، شناسایی و رتبه بندی عوامل موثر بر پیشبرد فروش در شرکت های دانش بنیان، فصلنامه مدیریت کسب و کارهای دانش بنیان، دوره: 2، شماره: 1.
ناصری، عرفان. (1401). آسیب شناسی دلایل افت خرید آنلاین نسل Z پژوهشی مبتنی بر پدیدار شناسی توصیفی. پایان نامه کارشناسی ارشد. دانشگاه آزاد اسلامی و احد ایلام، دانشکده علوم انسانی.
Aaker, J. L. (2022). The impact of culture on consumer behavior: A cross-cultural perspective. Journal of Consumer Research, 49(3), 512–530.
Belk, R. W. (2013). Extended self in a digital world. Journal of consumer research, 40(3), 477-500.
Chaffey, D., & Smith, P. R. (2022). Digital marketing: Strategy, implementation and practice (8th ed.). Pearson.
Dwivedi, Y. K., Rana, N. P., & Slade, E. L. (2022). Influencer marketing and digital consumer behavior: The role of trust and engagement. Journal of Business Research, 139, 902–915. Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. Wiley.
Jee, T. W. (2021). The perception of discount sales promotions–A utilitarian and hedonic perspective. Journal of Retailing and Consumer Services, 63, 102745.
Pramesti, A. I., & Kartawinata, B. R.(2022). The Effect Of Discounts, Vouchers, And Cashbacks On Customer Interest Using Digital Payments (Case Study on ShopeePay Generation Z Users in Bandung City).
Putri, A. R., Wardhana, A., & Pradana, M.(2022). The Effects of Ease of Use and Promotions on Purchasing Decisions of Generation Z in Bandung.
Solomon, M. R. (2022). Consumer behavior: Buying, having, and being (14th ed.). Pearson.
Statista. (2023). Social media influence on Gen Z purchasing decisions worldwide. Retrieved from
Štreimikienė, D., Mikalauskienė, A., Sturienė, U., & Kyriakopoulos, G. L. (2021). The impact of social media on sales promotion in entertainment companies. E&M economics and management., 24(2), 189-206.
Thangavel, P., Pathak, P., & Chandra, B. (2021). Millennials and Generation Z: a generational cohort analysis of Indian consumers. Benchmarking: An International Journal.
Zhang, T., & Kim, H. (2022). The role of artificial intelligence in enhancing personalized shopping experiences. Journal of Retailing and Consumer Services, 67, 102960.