Development and explanation of dimensions of social media marketing persuasive messages on customers' purchase intention
Subject Areas : business managementfatemeh khajehfini, 1 , Mohammad Reza Hamidizadeh 2 , Abdollah Naami 3 , Fataneh Alizadeh Meshkani 4
1 - Department of Business Management, Islamic Azad University, South Tehran Branch, Tehran, Iran
2 - Department of Business management, shahid Beheshti university, Tehran, Iran
3 - Department of Business Management, Islamic Azad University, South Tehran Branch, Tehran, Iran
4 - Department of Business Management, South Tehran Branch, Islamic Azad University, Tehran, Iran
Keywords: purchase intention, Consumer behavior, Social media marketing, persuasive messages,
Abstract :
Considering that knowing the systematic and irregular tendency of customers to consume in the world is one of the important and fundamental conditions for boosting the business environment and achieving the development of companies; The purpose of this research is to develop and explain the dimensions of persuasive messages in the context of social media marketing on the customers purchase intention. This research is applied in terms of purpose, from the point of view of the research method, it is a mixture of qualitative and quantitative methods. In the qualitative part of the research, according to the experts of the consumer goods market, it was used to design the initial framework of the research, and then in the quantitative part, in the quantitative part, in the field and based on the questionnaire obtained from the qualitative part of the customers and consumers of the survey was carried out. The statistical population of this research is all the customers of food stores in Tehran, and its sample is 302 customers who, at the time of data collection, intended to suddenly buy food from the store. The data collection tool is a questionnaire and Smart PLS software was used for data analysis.
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