The role of social media on the purchase intention of customers with IR-MCI numbers (Case of study: Iranian tea)

Agricultural Marketing and Commercialization Journal

دوره 7، شماره 1، شهریور 2023، صفحه 68-77   

نوع مقاله: Original Research

نویسندگان

Shayan Basir¹؛ Mohammadreza AzadehDel^{* 2}؛ Maryam Ooshaksaraei³

¹Ph.D. Student, Department of Business Administration, Rasht Branch, Islamic Azad University, Rasht, Iran

²Department of Public Administration, Rasht Branch, Islamic Azad University, Rasht, Iran

³Department of Industrial Management, Rasht Branch, Islamic Azad University, Rasht, Iran

چکیده

The current research has been done with the aim of studying the effect of social media on customers' brand attitude and purchase intention. This article is based on a part of the collected data of the research project. This research is an applied research in which the customers with IR-MCI numbers (Hamrahe Aval) and the users of relevant media services who were interested in using domestic products such as tea brands were selected as the statistical population. In this regard from the data of 227 of the mentioned customers they were selected as the sample of the research with IR-MCI numbers (Hamrahe Aval). The required data were collected through a questionnaire tool, whose content validity and reliability were also confirmed by emphasizing internal consistency through Cronbach's alpha, and were analyzed using SPSS 24 and Smart PLS. The findings indicate the confirmation of the significant effect of marketing through social media on purchase intention of domestic products like Iranian tea. also, it confirms, the effect of brand attitude on the purchase intention. finally, the result affirms the role of Iranian brand attitude in the relationship between marketing through social media on the customers purchase intention.

کلیدواژه‌ها

Brand attitude؛ Purchase intention؛ Social media؛ Tea

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