Perceived network marketing's impact on consumer response

The present study aimed to investigate the perceived relationship between network marketing and consumer response. The research method employed was descriptivesurvey, using a population sample of sports store customers in Tehran. Through coordinated efforts, questionnaires were distributed to ۴۰۰ individuals, with a simple random sampling method resulting in ۳۷۰ returned questionnaires considered for analysis. Data collection tools included Yang and colleagues' (۲۰۱۴) network marketing questionnaire and Boyle and Martinez's (۲۰۱۳) consumer behavior questionnaire. Data analysis involved descriptive statistics (mean and median) and inferential statistics, utilizing Pearson correlation and stepwise regression through SPSS version ۲۴ software. Results indicated a significant and direct relationship between consumer response and perceived network marketing, predicting ۲۸% of consumer response variance through perceived network marketing variables. It can be concluded that the relationship between consumer perception of network marketing and their response is intricate and multidimensional, influenced by various personal, social, and marketing factors, and understanding it correctly can aid marketers in designing and implementing more successful marketing strategies.

Keywords:

Network Marketing , Customer Response , Purchases Intention , Loyalty.