Survey the Role of Social media marketing and e-wom on Brand Image and Purchase Intention in Iranian Food Industry

محورهای موضوعی : Agriculture Marketing and Commercialization

Sepideh Samie ¹ , Seyed Mohammad Tafreshi ²

1 - Business Administration, Majoring in Marketing, Torbat Heydariyeh Branch, Islamic Azad University, Torbat Heydariyeh, Iran
2 - Public Administration, Majoring in Decision Making and Policy Making, Torbat Heydariyeh Branch, Islamic Azad University, Torbat Heydariyeh, Iran

تاریخ دریافت : 1400/06/11 تاریخ پذیرش : 1401/02/13 تاریخ انتشار : 1401/03/11

کلید واژه: purchase intention, Food Industry, social media, eWOM,

چکیده مقاله :

Nowadays, despite the fast-growing role and importance of social marketing as one of the modern marketing tools, research on it is rare. The purpose of this paper is to explore how the power of social marketing and eWOM in the food industry leads to brand image and purchase image in Mashhad fast food industry. The applied method has been used for this research in which the questionnaire method has been utilized in order to gather the required data for describing the research variables and interpreting the relations among them. The Analysis unit in this research is a company that was an expert in Mashhad fast food industry and is active on Instagram. In order to describe the data, the frequency distribution tables have been used and the PLS has been used to describe the data. The results gained due to this research indicate that all of the hypotheses were accepted. Discussion and Managerial implications concerning social media and future research were offered.

منابع و مأخذ:

• Hamidun M. (2018), The Effect of Electronic Word of Mouth on Purchase Intentions through Brand Image (Study on Followers Instagram Account Ouvalresearch), Journal of Business Administration (JAB), 61(2): 61-68.


• Kotler P. & Gary A. (2004). Marketing Fundamentals Ninth Edition Volume I. Translated by: Alexander Sindoro, Jakarta: PT Index, 1: 23-34.


• Barreda AA. & Bilgihan A. & Nusair K. & Okumus F. (2015), Generating Brand Awareness n Online Social Networks, Computers in Human Behavior, 50(1): 600-609.


• Elseidi R. & Baz D. (2016), Electronic Word of Mouth Effects on Consumers' Brand Attidudes, Brand Image and Purchase Intention: an Empirical Study in Egypt, The Business and Management Review, 7(5): 268-276.


• Husin D. & Susi E. (2019), The Influence of Entrepreneurship Motivation, Online Marketing, and Success of Product Innovation of Micro Small Craft Industries Hand in Padang, 39-47.


• Lee HM. & Kang JW. & Namkung Y. (2021), Instagram users’ information acceptance process for food-content. Sustainability, 13(5): 2638-2647.


• Bu Y. & Parkinson J. & Thaichon P. (2021), Digital content marketing as a catalyst for e-WOM in food tourism. Australasian Marketing Journal, 29(2): 142-154.


• Ismail E. & Chris E. (2016), Social media or shopping websites, the influence of eWOM on consumers online purchase intention, 18(1): 9-17.


• Kholik N. (2018), Lifestyle Study of Young Coffeeshop Enthusiasts (Case Study on Starbucks Coffeeshop at Mall Botani Bogor), 148-160.


• Kwandy CP. (2017), Effect of Brand Image and Price towards Purchase Intention in Beef-Jerky Company, Review of Management and Entrepreneurship, 1(1): 50-55.


• Patricia A. (2018), Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia's Banking Industry, International Review of Management and Marketing, 8(1): 13-18.


• Naseri RNN. (2021), an Overview of Online Purchase Intention of Halal Cosmetic Product: A Perspective from Malaysia. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(10): 7674-7681.


• Kotler P. & Keller KL. (2012), Marketing Management (14th ed.), New Jersey: Prentice Hall, 2: 33-40.


• Farzin M. & Milad F. & Fattahi M. (2018), EWOM through social networking sites and impact on purchase intention and brand image in Iran, Journal of Advances in Management Research, 15(2): 161-183.


• Zhu F. & Zhang X. (2010), Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics. Journal of Marketing, 74(2): 133-148.


• Dahnil I. & Yi J. (2014), the Impact of Social Media Marketing Medium toward Purchase Intention and Brand Loyalty among Generation, 22-31.


• Kotler P. (1997). Marketing Management Indonesian Edition Jakarta, Prehalindo, 2(1): 33-38.