Volume 6, Issue 4 (12-2023)
Iranian Journal of Educational Sociology 2023, 6(4): 223-234 |
Back to browse issues page
Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
Divsalar A, Mousavi S J, Emami F. (2023). The Effect of Social Media Marketing Activities on the Online Purchase Intention of Sportswear Customers According to the Mediating Role of the Company's Brand. Iranian Journal of Educational Sociology. 6(4), 223-234. doi:10.61186/ijes.6.4.223
URL: http://iase-idje.ir/article-1-1372-en.html
URL: http://iase-idje.ir/article-1-1372-en.html
1- PhD student, Department of Sports Management, Ayatollah Amoly Branch, Islamic Azad University, Amol, Iran.
2- Associate Professor, Department of Physical Education and Sports Sciences, Qaim Shahr Branch, Islamic Azad University, Qaim Shahr, Iran (Corresponding Author).
3- Assistant Professor, Department of Sports Management, Ayatollah Amoli Branch, Islamic Azad University, Amol, Iran.
2- Associate Professor, Department of Physical Education and Sports Sciences, Qaim Shahr Branch, Islamic Azad University, Qaim Shahr, Iran (Corresponding Author).
3- Assistant Professor, Department of Sports Management, Ayatollah Amoli Branch, Islamic Azad University, Amol, Iran.
Abstract: (134 Views)
Purpose: Today, the online purchase intention can create a competitive advantage for the organization and social media marketing activities can be effective in this field. Therefore, the purpose of this study was to determine the effect of social media marketing activities on the online purchase intention of sportswear customers according to the mediating role of the company's brand.
Methodology: This research based on the purpose was a practical and based on the nature was a cross-sectional from type of descriptive. The population of this study was the sportswear customers of different brands in Mazandaran province who used social media to buy products. The sample size based on the Krejcie and Morgan table was determined 384 people who these people were selected by available sampling method. The tool of the current research was a 32-item researcher-made questionnaire with three dimensions of social media marketing activities (9 items), online purchase intention (2 items) and company's brand (21 items and 4 components of brand loyalty, brand experience, brand attitude and customer-brand relationship). The content validity of the researcher-made questionnaire was estimated at 0.75 by 8 professors and their reliability was estimated ranged from 0.65 to 0.83. Data were analyzed by structural equation modeling In SPSS-V25 and Smart.PLS-V24 software.
Findings: The results of this study showed that there was a positive and significant correlation between the most variables of social media marketing activities, brand loyalty, brand experience, brand attitude, customer-brand relationship and online purchase intention (P<0.05). Also, the model of social media marketing activities on the online purchase intention of sportswear customers according to the mediating role of the company's brand had a good fit, and in the mentioned model, the variable of social media marketing activities on the brand loyalty, brand experience, brand attitude and customer-brand relationship and the variables of brand loyalty, brand experience, brand attitude and customer-brand relationship on the online purchase intention had a direct and significant effect and the variable of social media marketing activities with the mediating of brand loyalty, brand experience, brand attitude and customer-brand relationship on the online purchase intention had an indirect and significant effect (P<0.05).
Conclusion: Social media marketing activities directly and indirectly through company's brand impact on the online purchase intention. Therefore, to improve customers' online purchase intentions can be improved the social media marketing activities and company's brand.
Methodology: This research based on the purpose was a practical and based on the nature was a cross-sectional from type of descriptive. The population of this study was the sportswear customers of different brands in Mazandaran province who used social media to buy products. The sample size based on the Krejcie and Morgan table was determined 384 people who these people were selected by available sampling method. The tool of the current research was a 32-item researcher-made questionnaire with three dimensions of social media marketing activities (9 items), online purchase intention (2 items) and company's brand (21 items and 4 components of brand loyalty, brand experience, brand attitude and customer-brand relationship). The content validity of the researcher-made questionnaire was estimated at 0.75 by 8 professors and their reliability was estimated ranged from 0.65 to 0.83. Data were analyzed by structural equation modeling In SPSS-V25 and Smart.PLS-V24 software.
Findings: The results of this study showed that there was a positive and significant correlation between the most variables of social media marketing activities, brand loyalty, brand experience, brand attitude, customer-brand relationship and online purchase intention (P<0.05). Also, the model of social media marketing activities on the online purchase intention of sportswear customers according to the mediating role of the company's brand had a good fit, and in the mentioned model, the variable of social media marketing activities on the brand loyalty, brand experience, brand attitude and customer-brand relationship and the variables of brand loyalty, brand experience, brand attitude and customer-brand relationship on the online purchase intention had a direct and significant effect and the variable of social media marketing activities with the mediating of brand loyalty, brand experience, brand attitude and customer-brand relationship on the online purchase intention had an indirect and significant effect (P<0.05).
Conclusion: Social media marketing activities directly and indirectly through company's brand impact on the online purchase intention. Therefore, to improve customers' online purchase intentions can be improved the social media marketing activities and company's brand.
Keywords: Social Media Marketing Activities, Online Purchase Intention, Company's Brand, Brand Experience, Brand Attitude
Type of Study: Research Article |
Subject:
Special
Received: 2023/10/12 | Accepted: 2023/12/26 | Published: 2024/03/6
Received: 2023/10/12 | Accepted: 2023/12/26 | Published: 2024/03/6
References
1. Ahmadi M, Gholipoursoleimani A, Delafroz N, Shahrodi K. (2021), Presenting consumer behavior prediction model with emphasis on brand perception from Shahrvand Store brand. Iranian Journal of Educational Sociology. 4(3): 183-193. doi: 10.52547/ijes.4.3.183 [DOI:10.52547/ijes.4.3.183]
2. Al-Adwan AS, Alrousan MK, Yaseen H, Alkufahy AM, Alsoud M. (2022). Boosting online purchase intention in high-uncertainty-avoidance societies: A signaling theory approach. Journal of Open Innovation: Technology, Market, and Complexity. 8(3): 136. doi: 10.3390/joitmc8030136 [DOI:10.3390/joitmc8030136]
3. Balaji MS, Behl A, Jain K, Baabdullah AM, Giannakis M, Shankar A, Dwivedi YK. (2023). Effectiveness of B2B social media marketing: The effect of message source and message content on social media engagement. Industrial Marketing Management. 113: 243-257. doi: 10.1016/j.indmarman.2023.06.011 [DOI:10.1016/j.indmarman.2023.06.011]
4. Brunner CB, Baum M. (2020). The impact of brand portfolios on organizational attractiveness. Journal of Business Research. 106: 182-195. doi: 10.1016/j.jbusres.2019.09.014 [DOI:10.1016/j.jbusres.2019.09.014]
5. Chen Q, Lu Y, Gong Y, Tang Q. (2019). Why do users resist service organization's brand mobile apps? The force of barriers versus cross-channel synergy. International Journal of Information Management. 47: 274-282. doi: 10.1016/j.ijinfomgt.2018.07.012 [DOI:10.1016/j.ijinfomgt.2018.07.012]
6. Chen SC, Lin CP. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting and Social Change. 140: 22-32. doi: 10.1016/j.techfore.2018.11.025 [DOI:10.1016/j.techfore.2018.11.025]
7. Dashti J, Mirzaee AA. (2018). Effects of social media marketing on online customer behavior Saderat Bank of Bushehr city. Journal of Marketing Management. 13(38): 65-85. [Persian]
8. Egan KL, Villani S, Soule EK. (2023). Absence of age verification for online purchases of Cannabidiol and Delta-8: Implications for youth access. Journal of Adolescent Health. 73(1): 195-197. doi: 10.1016/j.jadohealth.2023.01.020 [DOI:10.1016/j.jadohealth.2023.01.020] [PMID]
9. Fagerstrom A, Arntzen E, Volden M. (2021). Motivating events at the point of online purchase: An online business-to-business retail experiment. Procedia Computer Science. 181: 702-708. doi: 10.1016/j.procs.2021.01.221 [DOI:10.1016/j.procs.2021.01.221]
10. Fu S, Yan Q, Feng GC. (2018). Who will attract you? Similarity effect among users on online purchase intention of movie tickets in the social shopping context. International Journal of Information Management. 40: 88-102. doi: 10.1016/j.ijinfomgt.2018.01.013 [DOI:10.1016/j.ijinfomgt.2018.01.013]
11. Golafshan Yousefi Y, Rahiminik A, Nematizadeh S, Momeni M. (2023). Structural equation
12. modeling of brand development in tourism of natural places. Iranian Journal of Educational Sociology. 6(2): 86-96. doi: 10.61186/ijes.6.2.86 [DOI:10.61186/ijes.6.2.86]
13. Huang SL, Lin YH. (2022). Exploring consumer online purchase and search behavior: An FCB grid perspective. Asia Pacific Management Review. 27(4): 245-256. doi: 10.1016/j.apmrv.2021.10.003 [DOI:10.1016/j.apmrv.2021.10.003]
14. Ibrahim B, Alijarah A. (2018). Dataset of relationships among social media marketing activities, brand loyalty, revisit intention. Evidence from the hospitality industry in Northern Cyprus. Data in Brief. 21: 1823-1828. doi: 10.1016/j.dib.2018.11.024 [DOI:10.1016/j.dib.2018.11.024] [PMID] []
15. Khademi AA, Farazandeh H. (2020 Khademi AA, Farazandeh). The study of effective factors on customer relationship quality in creating brand value and intention to online purchase (A study of eshop customers in Tehran). Journal of Marketing Management. 14(44): 41-59. [Persian]
16. Khaleghi A, Moeini H, JamiPour M. (2019). Identifying and ranking the challenges and opportunities of social media marketing. New Marketing Research Journal. 9(1): 69-88. [Persian] doi: 10.22108/nmrj.2019.101773.1093
17. Khan I. (2022). Do brands' social media marketing activities matter? A moderation analysis. Journal of Retailing and Consumer Services. 64: 102794. doi: 10.1016/j.jretconser.2021.102794 [DOI:10.1016/j.jretconser.2021.102794]
18. Khorsand Delche A, Jalalpour S. (2020). The effect of websites reputation and quality on sentiment, perceived risk and the intention of online customers shopping (case-study: Digi Kala website). Journal of Marketing Management. 15(46): 33-52. [Persian]
19. Lawrence B, Kaufmann PJ. (2019). Channel members' relationships with the brands they sell and the organizations that own them. Industrial Marketing Management. 83: 148-161. doi: 10.1016/j.indmarman.2018.09.003 [DOI:10.1016/j.indmarman.2018.09.003]
20. Majidian H, Mahmoudzadeh Vashan M, Hakimpour H. (2021). Identify the effective factors and consequences of influencers' behavior in social media marketing. Iranian Journal of Educational Sociology. 4(2): 24-36. doi: 10.52547/ijes.4.2.24 [DOI:10.52547/ijes.4.2.24]
21. Mariano AM, Silva MC, Mello TM, Santos MR. (2022). The importance of mobile applications for companies' brand image: A study using structural equations. Procedia Computer Science. 214: 1128-1135. doi: 10.1016/j.procs.2022.11.287 [DOI:10.1016/j.procs.2022.11.287]
22. Mazarei S, Askarifar K, Nikbakht A. (2021). Investigating the moderating effects of consumers' product involvement and knowledge in the relationship between product scarcity content and online impulse buying intention. New Marketing Research Journal. 11(3): 93-110. [Persian] doi: 10.22108/nmrj.2021.126069.2304
23. Meyer-Waarden L, Bruwer J, Galan JP. (2023). Loyalty programs, loyalty engagement and customer engagement with the company brand: Consumer-centric behavioral psychology insights from three industries. Journal of Retailing and Consumer Services. 71: 103212. doi: 10.1016/j.jretconser.2022.103212 [DOI:10.1016/j.jretconser.2022.103212]
24. Osoulian M, Abbaspour Noghani MR, Davari M. (2017). The effect of brand value on company profitability. Journal of Financial Management Perspective. 6(14): 9-21. [Persian]
25. Pedeliento G, Andreini D, Veloutsou C. (2020). Brand community integration, participation and commitment: A comparison between consumer-run and company-managed communities. Journal of Business Research. 119: 481-494. doi: 10.1016/j.jbusres.2019.10.069 [DOI:10.1016/j.jbusres.2019.10.069]
26. Qenaj M, Beqiri G. (2022). Social media marketing in hospitality industry and its effect on consumer behavior in Kosovo. IFAC-PApersOnLine. 55(39): 66-69. doi: 10.1016/j.ifacol.2022.12.012 [DOI:10.1016/j.ifacol.2022.12.012]
27. Rastgar A, Maleki Minbashrazgah M, Ghazvini H. (2022). The study of marketing activity in social media and customer intention affected by the mediator roles of perceived value and customer satisfaction. Journal of Business Administration Researches. 13(26): 533-560. [Persian] doi: 10.22034/bar.2022.14729.3675
28. Seifollahi N, Eskandari N. (2021). Social media marketing and consumer buying intentions; Mediation of brand image and awareness. Consumer Behavior Studies Journal. 8(3):199-220. [Persian] doi: 10.34785/J018.2021.772
29. Seo EJ, Park JW. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management. 66: 36-41. doi: 10.1016/j.jairtraman.2017.09.014 [DOI:10.1016/j.jairtraman.2017.09.014]
30. Shi K, De Vos J, Cheng L, Yang Y, Witlox F. (2021). The influence of the built environment on online purchases of intangible services: Examining the mediating role of online purchase attitudes. Transport Policy. 114: 116-126. doi: 10.1016/j.tranpol.2021.09.009 [DOI:10.1016/j.tranpol.2021.09.009]
31. Vidler AC, Stoneham M, Edmunds M, Sartori A. (2018). The illusion of choice: an exploratory study looking at the top 10 food companies in Australia and their brand connections. Australian and New Sealand Journal of Public Health. 42(6): 519-522. doi: 10.1111/1753-6405.12828 [DOI:10.1111/1753-6405.12828] [PMID]
32. Yadav M, Rahman Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics. 34(7): 1294-1307. doi: 10.1016/j.tele.2017.06.001 [DOI:10.1016/j.tele.2017.06.001]
33. Ye S, Lei SI, Shen H, Xiao H. (2020). Social presence, telepresence and customers' intention to purchase online peer-to-peer accommodation: A mediating model. Journal of Hospitality and Tourism Management. 42: 119-129. doi: 10.1016/j.jhtm.2019.11.008 [DOI:10.1016/j.jhtm.2019.11.008]
34. Yuan C, Moon H, Wang S, Yu X, Kim KH. (2021). Study on the influencing of B2B parasocial relationship on repeat purchase intention in the online purchasing environment: An empirical study of B2B E-commerce platform. Industrial Marketing Management. 92: 101-110. doi: 10.1016/j.indmarman.2020.11.008 [DOI:10.1016/j.indmarman.2020.11.008]
35. Zhu P, Miao C, Wang Z, Li X. (2023). Informational cascade, regulatory focus and purchase intention in online flash shopping. Electronic Commerce Research and Applications. 62: 101343. doi: 10.1016/j.elerap.2023.101343 [DOI:10.1016/j.elerap.2023.101343]
Send email to the article author
| Rights and permissions | |
 |
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. |
.jpg)
