Studying the impact of the water market​​ Social media and word-of-mouth marketing on purchase intent Considering the role of the brand's value and special brand

The aim of this study is to investigate the effect of social media marketing and electronic word-of-mouth marketing on purchase intention and to examine the moderating effect of brand equity. In this study, a quantitative research approach was used to achieve the research objectives. Also, data were collected from a sample of ۳۸۴ online customers of Shater Abbas chain restaurants. Using a non-random and convenient sampling method, data were collected through an electronic questionnaire. Also, statistical analyses such as data normality and variable reliability were performed using SPSS ۲۵ software, and then structural equation modeling and Smart PLS۳ software were used to test the model. The results showed that digital marketing has a positive and significant effect on purchase intention, and the moderating effect of brand equity also has a significant effect. This result can help the brand equity strategy to create a clear image in the minds of customers so that their perception of the brand improves and they repeat purchases in the future.Furthermore, the study contributes to the existing literature by providing empirical evidence on the interplay between social media marketing, electronic word-of-mouth, brand equity, and purchase intention within the context of the restaurant industry, specifically focusing on Shater Abbas chain restaurants. This research offers valuable insights for marketing managers in similar businesses seeking to enhance their marketing strategies and build stronger customer relationships. The findings suggest that companies should actively engage in social media marketing activities and encourage positive electronic word-of-mouth to stimulate purchase intention. Creating engaging content, responding promptly to customer feedback, and utilizing influencer marketing strategies can be beneficial in this regard. Moreover, investing in building a strong brand equity is crucial, as it can amplify the impact of digital marketing efforts and ultimately lead to increased customer loyalty and repeat purchases.The aim of this study is to investigate the effect of social media marketing and electronic word-of-mouth marketing on purchase intention and to examine the moderating effect of brand equity. In this study, a quantitative research approach was used to achieve the research objectives. Also, data were collected from a sample of ۳۸۴ online customers of Shater Abbas chain restaurants. Using a non-random and convenient sampling method, data were collected through an electronic questionnaire. Also, statistical analyses such as data normality and variable reliability were performed using SPSS ۲۵ software, and then structural equation modeling and Smart PLS۳ software were used to test the model. The results showed that digital marketing has a positive and significant effect on purchase intention, and the moderating effect of brand equity also has a significant effect. This result can help the brand equity strategy to create a clear image in the minds of customers so that their perception of the brand improves and they repeat purchases in the future.Furthermore, the study contributes to the existing literature by providing empirical evidence on the interplay between social media marketing, electronic word-of-mouth, brand equity, and purchase intention within the context of the restaurant industry, specifically focusing on Shater Abbas chain restaurants. This research offers valuable insights for marketing managers in similar businesses seeking to enhance their marketing strategies and build stronger customer relationships. The findings suggest that companies should actively engage in social media marketing activities and encourage positive electronic word-of-mouth to stimulate purchase intention. Creating engaging content, responding promptly to customer feedback, and utilizing influencer marketing strategies can be beneficial in this regard. Moreover, investing in building a strong brand equity is crucial, as it can amplify the impact of digital marketing efforts and ultimately lead to increased customer loyalty and repeat purchases.

کلیدواژه ها:

Digital marketing ، Social media marketing ، Electronic word-of-mouth marketing ، Purchase intention ، Brand equity