R Provide a conceptual framework for the formation of referral advertising in the context of social networks

Subject Areas :

Mahsa Mosalla ¹ , Vahidreza Mirabi ² , Hasan Esmaeilpour ³

1 - PhD Student of Management,, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Associate Professor, Department of Entrepreneurship Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Assistant Professor, Department of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2022-09-02 Accepted : 2022-09-02 Published : 2022-08-23

Keywords: innovation, اعتبار اطلاعات, information credibility, مشتریان فروشگاه‌های آنلاین, کیفیت وبسایت, نوآور بودن, Customers of online stores, website quality,

Abstract :

Although the importance of referral advertising for online business owners is well known; an important point that has been largely overlooked is the antecedents of referral advertising. Accordingly, the present study was conducted with the aim of providing a conceptual framework for the formation of referential advertisements in the context of social networks. This study has been done in terms of applied purpose and in terms of nature and form of implementation in a descriptive-survey manner. Antecedents of referral advertisements were identified through extensive literature review and a questionnaire in 7 dimensions and 24 items was designed accordingly. The statistical population of the study is the customers of online clothing stores in Tehran who have bought from these stores at least once (infinite community). Sampling was done by availability. The sample size was 400 people, out of which, 387 sound questionnaires were returned. For data analysis, partial least squares technique and PLS2-SPSS23 statistical software were used. Based on the results, it was found that the quality and credibility of information, website quality, innovation, attitude and social support all have a significant and positive effect on referral advertising.