Investigating the impact of advertising in social networks on the purchase intention of teenage customers in the restaurant industry (the study of adolescents aged 14 to 17 years old in Tehran schools)
Subject Areas : Jounal of Marketing ManagementMahsa Ebrahimi 1 , Ehsan Abedi 2
1 - PhD Student in Business Administration, North Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Assistant Professor, Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
Keywords: advertising, social media, purchase intention, restaurant business,
Abstract :
The 21st century, or in other words, the information age, has brought opportunities and challenges to our world. The important point is that managers have faced a dynamic and interconnected international environment. One of the most important challenges in today's era is the emergence of social media alongside traditional media and their role in different fields, which is one of the most important fields. It is marketing. The purpose of this research is to investigate the effect of the main advertising factors in social networks on the purchase intention of teenage customers in the restaurant industry. This research is applied in terms of purpose and descriptive-survey in terms of nature. The statistical population includes teenagers who use social networks. Teenagers in this research mean students aged 14 to 17 years old in schools in Tehran. be After sampling using the available method, 106 questionnaires were collected. In order to collect information, a standard questionnaire (Al-Alwan, 2018) was used. The questionnaire had 31 items and dimensions of performance expectations, perceived communication, interaction, information, motivation for pleasure and entertainment, and habit and purchase intention. In order to analyze the data and check the hypotheses, PLS software was used. The results indicating the confirmation of the hypotheses include the effect of expected performance on purchase intention, the effect of habit on purchase intention, the effect of interaction on purchase intention, and the effect of interaction on pleasurable motivation, the effect of awareness on purchase intention and also the effect of pleasurable motivation on purchase intention, the effect of awareness on expected performance and the effect of perceived communication on purchase intention. Finally, according to the obtained results, it is suggested to the companies active in the restaurant industry to pay attention to the quality of the relationship, customer interaction, the use of business intelligence tools, awareness and building trust in order to influence the purchase intention of teenage customers.
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