The key role of social media is in building trust and shaping the repurchase intention of customers

Subject Areas : marketing

Seyedvahid Hosseinipour ¹ , Mohammad Reza Bagherzadeh ^{2 *} , Masoud Yousefzadeh ³ , Mehrdad Matani ⁴ , Seyed Ahmad Jafari Kolarijani ⁵

1 - The Student of Ph.D., Media Management, Islamic Azad University, Ghaemshahr, Iran.
2 - Assistant Professor, Department of Public Administration, Ghaemshahr Branch, Islamic Azad University, Ghaemshahr, Iran
3 - Assistant Professor, Department of Educational Management, Qaemshahr Branch, Islamic Azad University, Qaemshahr, Iran
4 - Department of Management, Ghaemshahr Branch, Islamic Azad University, Ghaemshahr, Iran
5 - Department of Management, Ghaemshahr Branch, Islamic Azad University, Ghaemshahr, Iran

Received: 2024-05-12 Accepted : 2024-08-04 Published : 2025-09-26

Keywords: Repurchase, social media, trust, loyalty, meta-synthesis,

Abstract :

Re-purchasing on social media platforms is one of the youngest and most lucrative methods of marketing and online commerce. Platforms like Facebook, Instagram, Twitter, and LinkedIn, which billions of people use daily for communication, sharing experiences, and discovering new content, play a significant role in society, commercial enterprises, and online commerce. This research utilized a meta-synthesis method, identifying 800 reputable scientific articles published between 2010 and 2022. Ultimately, 13 research articles were selected to present a comprehensive categorization of factors influencing repeat purchase behavior. After text study and extraction, key codes were extracted and clustered using ATLAS.ti 9 software, and arranged into concepts and components. The research findings identified 63 codes, categorized into 17 core codes and 6 themes. The results indicated that the main factors influencing repeat purchases by consumers include psychological factors, experiential factors, marketing-related factors, psychological attribute factors, trust, and loyalty, all of which significantly impact customer repeat purchasing behavior

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