The Effect of Content Quality of Social Networks on Brand Awareness and Purchase Intention with Filling the Online and Offline Gap Perspective

Subject Areas : Production Management

Mohammad Reza Kousheshi ¹ , Mohammad Faryabi ²

1 - Marketing Management, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
2 - Department of Management, Faculty of Economic and Management, University of Tabriz, Tabriz, Iran

Received: 2021-01-20 Accepted : 2021-03-03 Published : 2021-05-22

Keywords: brand awareness, Social networks, content quality, Customer Engagement,

Abstract :

The aim of this study is to investigate the effect of content quality of social networks on brand awareness and purchaseintention of consumers. This research is one of the applied researches in terms of purpose. Data is collected through a Survey research and survey and it is a Descriptive research in terms of method. In this study, 503 social network instagram users in Tabriz participated through fulfilling the survey. Voluntary response samplings are used in selecting the Statistical sample. The validity of questionnaire using contextual and convergent and divergent validity and stability of questionnaire depending on Cronbach Alpha and compound stability have been confirmed. Research theories were tested by using structural transaction modeling and maximum rectification method with AMOS software Findings of the study indicate that high quality of presented content results in increased brand awareness, hedonic motivation and customer engagement. Also, increased brand interactivity leads to increased utilitarian motivation those results in increased customer engagement. Brand awareness has a positive effect on customer perceived value and also, customer perceived value on purchase intention. Results of the study indicate that instagram consumers’offline purchase intention affected positively by two paths. Online activities of brands that is the first path of content quality, increases the hedonic motivation and the second path, is brand interactivity that results in increased utilitarian motivation. Both paths have a positive effect on customer engagement, brand awareness, perceived value and users’ offline purchase intention.