Sara Serajpour - Master of Business Administration, Marketing Orientation, Sari Branch, Islamic Azad University, Sari, Iran
Majid .Fattahi - Assistant Professor, Department of Management, Sari Branch, Islamic Azad University, Sari, Iran
Farshideh Zameni - Associate Professor, Department of Educational Management, Islamic Azad University, Sari Branch, Sari, Iran

Social network marketing, as a subset of social media marketing, is one of the innovative and groundbreaking marketing efforts in which consumers are engaged, instead of standing by and watching. This research is primarily concerned with the impact that social network marketing may have on consumer behavioral intention regarding foreign sportswear. This is an applied research conducted based on a descriptive, correlational survey design. The statistical population included potential customers of foreign sportswear brands, including Puma, Nike, Reebok, and Adidas. Of this population, a sample of ۳۸۴ people was considered for this study. The required data were collected using a questionnaire. For test of the research hypotheses, regression model was used. The results indicated that social network marketing had significant effect on consumer behavioral intention and engagement. Customer/consumer engagement (CR), in turn, significantly influenced consumer willingness to purchase. In addition, consumer engagement mediated the relationship between social network marketing and consumer behavioral intention.

social network marketing, consumer behavioral intention, customer engagement