The effect of digital content marketing on purchasing behavior and electronic verbal recommendation communication of users in social networks

Subject Areas : Commercial Management

manijeh Haghighinasab ¹ , Zohreh Damirchi ² , maedeh ghasemi ³

1 - Associate Professor, Department of Management, Alzahra University, Tehran, Iran
2 - MS. Department faculty of social sciences and economics, Alzahra University, Tehran, Iran
3 - MS. Department faculty of social sciences and economics, Alzahra University, Tehran, Iran

Received: 2023-06-18 Accepted : 2023-07-23 Published : 2023-08-23

Keywords: "social interaction", " social networks", "Information content", " Self-expression", " Social Information Factors",

Abstract :

The current research has investigated the effect of digital content marketing on the purchase behavior and electronic verbal recommendation communication of users in social networks (Instagram), which is applied in terms of purpose and descriptive-survey in terms of method. The statistical population studied in the current research is 4800 customers of the G Plus brand in the social network, among which 384 people were selected as a sample using the Morgan table and available sampling method. The data collection tool in the present study is an online questionnaire designed by professors, and its validity was measured through content validity and construct validity (convergence and divergence) and it was obtained more than 0.7. Cronbach's alpha and composite reliability have also been used to measure reliability. Analysis of the research data has been done using structural equation method and SPSS and SMART-PLS statistical software. Research findings have shown: information content, entertainment content, social interaction and self-expression have a positive and significant effect on normative and informational social factors. Also, informational and normative social factors have a positive and significant effect on electronic verbal recommendation communication and purchasing behavior.