Yeganeh Ghasemi, - Bachelor of Psychology, Department of Psychology, Karaj Branch, Islamic Azad University, Karaj, Iran
Maziar Karami - M.A. in Management Business of Administration of Electronic Commerce, Economy and ManagementDepartment, Islamic Azad University of Shiraz, Iran

This research delves into the impact of social media on consumer decision-making and examines the mediating role of customer relationships in the influence of social media on purchasing behavior. Additionally, it develops a framework connecting social media, customer relationships, and purchasing behavior. The study involved an online survey of ۲۲۷ Facebook users who actively follow any brand profile on the platform, focusing on Instagram users interacting with RTD tea companies' profiles. Conducted over three months from October to December ۲۰۱۸, the study utilized a quantitative methodology. The findings indicate that social media marketing positively affects brand value, with over ۶۰% of respondents making purchases via social media, suggesting significant business opportunities. Regarding Instagram usage, ۴۱.۱% spent ۲-۴ hours daily, while ۲۸.۵% spent ۳۰ minutes to ۲ hours on the platform. The primary target audience for domestic beauty products is females aged ۲۰-۳۰, with a combined monthly income of less than IDR ۲,۰۰۰,۰۰۰ and higher levels of education.

social media, consumer-behavior, purchase intention, marketing, business