The Effect of Social Media Marketing on Purchase Intention with the Mediating Role of Brand Awareness and Consumer Motivation
Publish place: Iranian Journal of Management Studies، Vol: 17، Issue: 4
Publish Year: 1403
نوع سند: مقاله ژورنالی
زبان: English
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شناسه ملی سند علمی:
JR_JIJMS-17-4_003
تاریخ نمایه سازی: 2 مهر 1403
Abstract:
This study aims to examine the effects of social media marketing activities (SMMAs) on purchase intention (PI), with the mediating roles of brand awareness (BA) and consumer motivation (CM). Data from ۳۷۹ participants who used social media were analyzed using structural equation modeling. Results revealed that SMMAs had a significant positive effect on BA, CM, and PI. The effect of CM on PI was also significant. However, the effect of BA on PI was not statistically significant. In addition, CM had a mediating role in the relationship between SMMAs and PI, but BA did not mediate the relationship between SMMAs and PI. This research indicates that marketing managers should acknowledge the main characteristics of online consumers and customize their content to meet customers’ specific needs. The results of this study may be utilized in the development of SMMA strategies.
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Authors
Omid Mahdieh
Department of Management and Accounting, Faculty of Humanities, University of Zanjan, Zanjan, Iran
Saeed Mohammadi
Department of Management and Accounting, Faculty of Humanities, University of Zanjan, Zanjan, Iran
Fariba Mohammadi
Department of Corporate Entrepreneurship, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran
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