Examining the Impact of Direct Electronic Advertising on Customers' Purchase Intent with the Moderating Role of Social Media (Case Study: Huawei Mobile Phone Customers)

The emergence of social media has introduced new methods of communication and the application of innovative marketing techniques in industries. Utilizing electronic advertising as a technology to inform and persuade customers to purchase products can be highly effective in today's competitive era. Accordingly, the aim of this study was to examine the impact of direct electronic advertising on customers' purchase intent with the moderating role of social media among Huawei mobile phone customers. In this paper descriptive-survey in terms of data collection method and applied in terms of its purpose. The statistical population of this study consisted of 200 Huawei mobile phone customers in the cities of Behshahr and Sari. Data were collected using library and field methods. The data were analyzed in two categories, descriptive and inferential statistics, using SPSS software. The results showed that direct electronic advertising directly affects customers' purchase intent and social media, and social media also influences customers' purchase intent. However, social media, as a moderating variable, did not affect the relationship between direct electronic advertising and customers' purchase intent.

Examining the Impact of Direct Electronic Advertising on Customers' Purchase Intent with the Moderating Role of Social Media (Case Study: Huawei Mobile Phone Customers) Keywords:

Direct Electronic Advertising , Customer Purchase Intention , Social Media