The Impact of Social Media-based Marketing Activities on Purchasing Intent Mediated by Social Identity, Perceived Value, and Consumer Satisfaction of Cinere Company
Purpose: The present study aims to investigate the impact of social media marketing activities on the intention to buy Consumers through mediating social identity, perceived value, and consumer satisfaction.Methodology: According to the unlimited community of customers of Cinere Cosmetics Company, 3...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | fas |
| Published: |
Ayandegan Institute of Higher Education, Tonekabon,
2022-02-01
|
| Series: | مدیریت نوآوری و راهبردهای عملیاتی |
| Subjects: | |
| Online Access: | http://www.journal-imos.ir/article_138147_860f46f2cc215206aea9fc35dbc877a4.pdf |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1832577809022713856 |
|---|---|
| author | Zeinab Sharifi Naser Yazdani |
| author_facet | Zeinab Sharifi Naser Yazdani |
| author_sort | Zeinab Sharifi |
| collection | DOAJ |
| description | Purpose: The present study aims to investigate the impact of social media marketing activities on the intention to buy Consumers through mediating social identity, perceived value, and consumer satisfaction.Methodology: According to the unlimited community of customers of Cinere Cosmetics Company, 384 people were selected as samples. Data were collected using Chen and Lin's (2019) research questionnaire for analysis, and its validity and reliability were assessed. This research is applied in terms of purpose and descriptive data collection. SPSS and Smart PLS software were used to analyze the collected data.Findings: The results show that social media-based marketing activities positively and significantly affect social identity, perceived value, customer satisfaction, purchase intention, persistence intention, and participation intention. Social identity and perceived value also significantly positively affect customer satisfaction. Customer satisfaction also has a significant positive effect on purchase intention, persistence intention, and participation intention.Originality/Value: The results of this study will be useful for designing a strategic marketing plan for Cinere Cosmetics. They will help managers and marketers find a strategy to increase their brand performance by defining specific factors related to the intention to buy the customer's perceived value. In addition, design the social identity of the brand. |
| format | Article |
| id | doaj-art-4d75a782eda448e6bd9546449ecd6b41 |
| institution | Kabale University |
| issn | 2783-1345 2717-4581 |
| language | fas |
| publishDate | 2022-02-01 |
| publisher | Ayandegan Institute of Higher Education, Tonekabon, |
| record_format | Article |
| series | مدیریت نوآوری و راهبردهای عملیاتی |
| spelling | doaj-art-4d75a782eda448e6bd9546449ecd6b412025-01-30T14:59:43ZfasAyandegan Institute of Higher Education, Tonekabon,مدیریت نوآوری و راهبردهای عملیاتی2783-13452717-45812022-02-012433334910.22105/imos.2021.289915.1112138147The Impact of Social Media-based Marketing Activities on Purchasing Intent Mediated by Social Identity, Perceived Value, and Consumer Satisfaction of Cinere CompanyZeinab Sharifi0Naser Yazdani1Department of Business Administration, Faculty of Humanities, Shahed University, Tehran, Iran;Department of Business Administration, Faculty of Humanities, Shahed University, Tehran, Iran;Purpose: The present study aims to investigate the impact of social media marketing activities on the intention to buy Consumers through mediating social identity, perceived value, and consumer satisfaction.Methodology: According to the unlimited community of customers of Cinere Cosmetics Company, 384 people were selected as samples. Data were collected using Chen and Lin's (2019) research questionnaire for analysis, and its validity and reliability were assessed. This research is applied in terms of purpose and descriptive data collection. SPSS and Smart PLS software were used to analyze the collected data.Findings: The results show that social media-based marketing activities positively and significantly affect social identity, perceived value, customer satisfaction, purchase intention, persistence intention, and participation intention. Social identity and perceived value also significantly positively affect customer satisfaction. Customer satisfaction also has a significant positive effect on purchase intention, persistence intention, and participation intention.Originality/Value: The results of this study will be useful for designing a strategic marketing plan for Cinere Cosmetics. They will help managers and marketers find a strategy to increase their brand performance by defining specific factors related to the intention to buy the customer's perceived value. In addition, design the social identity of the brand.http://www.journal-imos.ir/article_138147_860f46f2cc215206aea9fc35dbc877a4.pdfsocial media marketing activitiessocial identityperceived valueconsumers satisfactionpurchase intention |
| spellingShingle | Zeinab Sharifi Naser Yazdani The Impact of Social Media-based Marketing Activities on Purchasing Intent Mediated by Social Identity, Perceived Value, and Consumer Satisfaction of Cinere Company مدیریت نوآوری و راهبردهای عملیاتی social media marketing activities social identity perceived value consumers satisfaction purchase intention |
| title | The Impact of Social Media-based Marketing Activities on Purchasing Intent Mediated by Social Identity, Perceived Value, and Consumer Satisfaction of Cinere Company |
| title_full | The Impact of Social Media-based Marketing Activities on Purchasing Intent Mediated by Social Identity, Perceived Value, and Consumer Satisfaction of Cinere Company |
| title_fullStr | The Impact of Social Media-based Marketing Activities on Purchasing Intent Mediated by Social Identity, Perceived Value, and Consumer Satisfaction of Cinere Company |
| title_full_unstemmed | The Impact of Social Media-based Marketing Activities on Purchasing Intent Mediated by Social Identity, Perceived Value, and Consumer Satisfaction of Cinere Company |
| title_short | The Impact of Social Media-based Marketing Activities on Purchasing Intent Mediated by Social Identity, Perceived Value, and Consumer Satisfaction of Cinere Company |
| title_sort | impact of social media based marketing activities on purchasing intent mediated by social identity perceived value and consumer satisfaction of cinere company |
| topic | social media marketing activities social identity perceived value consumers satisfaction purchase intention |
| url | http://www.journal-imos.ir/article_138147_860f46f2cc215206aea9fc35dbc877a4.pdf |
| work_keys_str_mv | AT zeinabsharifi theimpactofsocialmediabasedmarketingactivitiesonpurchasingintentmediatedbysocialidentityperceivedvalueandconsumersatisfactionofcinerecompany AT naseryazdani theimpactofsocialmediabasedmarketingactivitiesonpurchasingintentmediatedbysocialidentityperceivedvalueandconsumersatisfactionofcinerecompany AT zeinabsharifi impactofsocialmediabasedmarketingactivitiesonpurchasingintentmediatedbysocialidentityperceivedvalueandconsumersatisfactionofcinerecompany AT naseryazdani impactofsocialmediabasedmarketingactivitiesonpurchasingintentmediatedbysocialidentityperceivedvalueandconsumersatisfactionofcinerecompany |