Investigating the role of social media in customer satisfaction with the moderating role of promotional advertising case study: Customers of Iranian men’s suit brand clothing stores in Tehran
Subject Areas : Commercial ManagementNader Naghizadehkhouei 1 , Negar Motamedi 2 , Hamidreza Vazirigohar 3
1 - Management department, Islamic Azad University, Shah qods Branch, Tehran, Iran
2 - Management Department, Payam Noor University, Tehran, Iran
3 - Management Department, Payam Noor University, Tehran, Iran
Keywords:
Abstract :
The case under study is to investigate the role of social media in customer satisfaction with the moderating role of promotional advertising in the domestic men’s suit brand clothing stores. The main objectives are to investigate the relationship of social media on customer satisfaction and to investigate the moderating role of promotional advertising in the relationship between social media on customer satisfaction and the secondary objectives are to investigate the relationship between reputation, quality and brand satisfaction of social media on customer satisfaction. The statistical community of customers of Iranian men's suit brand clothing stores in Tehran and the sample based on Cochran's formula was 385 people and simple random sampling was done. Data was collected by library method, search through internet sources and field study by questionnaire. Descriptive statistics from SPSS software and inferential statistics from Smart PLS software were used. The findings show that social media has a significant relationship with the satisfaction of customers of Iranian men's clothing stores in Tehran, and sales promotions play a moderating role in this. Also, the reputation, quality and satisfaction of the social media brand, have an effect on customer satisfaction. The results obtained from this research indicate that sales promotions and social media have been effective in forming a positive attitude of customers towards the products of the domestically produced suits industry.
_||_