Survey the Role of Social media marketing and e-wom on Brand Image and Purchase Intention in Iranian Food Industry
- سال انتشار: 1401
- محل انتشار: مجله بازاریابی و تجاری سازی کشاورزی، دوره: 6، شماره: 1
- کد COI اختصاصی: JR_AMCI-6-1_003
- زبان مقاله: انگلیسی
- تعداد مشاهده: 143
نویسندگان
Business Administration, Majoring in Marketing, Torbat Heydariyeh Branch, Islamic Azad University, Torbat Heydariyeh, Iran
Public Administration, Majoring in Decision Making and Policy Making, Torbat Heydariyeh Branch, Islamic Azad University, Torbat Heydariyeh, Iran
چکیده
Nowadays, despite the fast-growing role and importance of social marketing as one of the modern marketing tools, research on it is rare. The purpose of this paper is to explore how the power of social marketing and eWOM in the food industry leads to brand image and purchase image in Mashhad fast food industry. The applied method has been used for this research in which the questionnaire method has been utilized in order to gather the required data for describing the research variables and interpreting the relations among them. The Analysis unit in this research is a company that was an expert in Mashhad fast food industry and is active on Instagram. In order to describe the data, the frequency distribution tables have been used and the PLS has been used to describe the data. The results gained due to this research indicate that all of the hypotheses were accepted. Discussion and Managerial implications concerning social media and future research were offered.کلیدواژه ها
social media, eWOM, purchase intention, Food Industryاطلاعات بیشتر در مورد COI
COI مخفف عبارت CIVILICA Object Identifier به معنی شناسه سیویلیکا برای اسناد است. COI کدی است که مطابق محل انتشار، به مقالات کنفرانسها و ژورنالهای داخل کشور به هنگام نمایه سازی بر روی پایگاه استنادی سیویلیکا اختصاص می یابد.
کد COI به مفهوم کد ملی اسناد نمایه شده در سیویلیکا است و کدی یکتا و ثابت است و به همین دلیل همواره قابلیت استناد و پیگیری دارد.