Investigating the role of new media capabilities (platform: Instagram) on e-commerce (intention to buy women's clothing) according to the role of brand attitude

Subject Areas : Multimedia Processing, Communications Systems, Intelligent Systems

Jafar Ramak ¹ , homa Doroudi ²

1 - PhD Student, Department of Business Management, Zanjan Branch, Islamic Azad University, Zanjan, Iran
2 - Associate Professor, Department of Business Administration, Zanjan Branch, Islamic Azad University, Zanjan, Iran

Received: 2023-06-22 Accepted : 2023-08-01 Published : 2023-09-23

Keywords: : experience of brand communities, commitment of brand communities, social media networks, brand attitude, intention to buy on social media,

Abstract :

Introduction: The brand of a company is one of its most valuable assets. Brands increase the final value of the product. Current research supports the effect of brand familiarity on brand perception and support. Brand familiarity and brand attitude increase product use and increase reuse. Social media is constantly changing the way we communicate, react, participate, and ultimately shift relationships. Social media provide unique platforms that encourage active participation in the creation, development, and dissemination of information. Researchers have found that relationships with users on social media are positively related to their attitudes toward the brand. Social media activities provide consumers with important information about a brand, and often this information influences their decisions about whether or not to sponsor a brand. The experience of entertainment on social media makes it an important variable in consumer behavioral research, including buying intentions.

Method: In terms of applied purpose and descriptive-analytical method, this research is a survey method with a causal approach. The statistical population of the present study is the customers of Zanjan city store who use social media to buy clothes. The statistical sample is 384 people who have been selected using Cochran's formula and by a simple random method. In data analysis, descriptive and inferential statistical methods were used.

Findings: The results show that it is important to identify the factors affecting the intention to buy women's clothing. The results and findings of the hypothesis test showed that the experience of brand communities includes components (information experience, entertainment experience, empathy experience, and relationship-based experience), As an independent variable, have a significant effect on the intention to buy as a dependent variable, and also the commitment of social media brand communities and attitude to the brand as mediating variables mediate this effect appropriately.

 Discussion and Conclusion: Strong brand is a key performance metric for brand owners and differentiates the products or services offered from their competitors. It also can help define a service product, demonstrate potential service quality, and facilitate customer anxiety in purchasing decisions before actual consumption. On the other hand, we found that the survival of organizations and their brand depends on having loyal customers, not just satisfied or satisfied customers, satisfaction, repurchase, and loyalty are concepts that are considered important variables in marketing. Accordingly, owners of clothing-related brands should keep pace with these developments and be up-to-date, and efficient. One of the most important solutions is to use social networks to create attention, interest, desire, purchase, engagement and finally satisfaction and loyalty and the resulting interaction in the customer, customers who have many benefits for companies.

 

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