The effect of social network marketing on purchasing intention with the mediating effect of perceived value and satisfaction of leather brand of Mashhad

Subject Areas :

Roghye Moradnezhad Baghrabad ^{1 *} , arezo abedi.golshan ² , elnaz naeiji ³

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Received: 2025-05-30 Accepted : 2025-07-27 Published : 2025-08-29

Keywords: Social Network Marketing, Purchasing Intention, Perceived Value, Brand Satisfaction, Mashhad Leather,

Abstract :

Consumers use social media to find information about the products at the right price. Social media inevitably change the relationship between marketers and consumers. Considering the success of the Iranian brand of leather in Mashhad in Iran, the purpose of this research is to investigate the effect of social network marketing on purchasing intention with the mediating effect of the perceived value and satisfaction of Mashhad Leather Brand. Samples in this research are Mashhad leather customers of Tehran Branches. Since the number of customers on this site is not available precisely, 384 people were obtained from the Cochran formula for determining the sample size. The data analysis of the questionnaire will be carried out at descriptive and inferential levels. For this purpose, descriptive statistics were used to analyze the demographic data of respondents using SPSS software. The data were used to describe the frequency, tables and charts, and the central index such as the mean and dispersion index, such as variance. The inferential statistics were used to test the hypotheses and factor analysis using structural equation method using the software PLS3. The Kolmogorov-Smirnov test was also used to test the normal data. The results of the research show that social network marketing has a significant effect on perceived value and satisfaction. Also, the perceived value has a significant effect on satisfaction and satisfaction with shopping intention.

References:

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