The effect of user’s interaction in social media on awareness of trademark and purchase intention Case study: clothes brands of Facebook users

سال انتشار: 1396
محل انتشار: سومین کنفرانس سالانه مدیریت و اقتصاد کسب و کار
کد COI اختصاصی: MSECONF03_213
زبان مقاله: انگلیسی
تعداد مشاهده: 447

نویسندگان

student of Business Administration, North Tehran Branch, Islamic Azad University, Tehran, Iran

Assistant Professor, Faculty of Management, North Tehran Branch, Islamic Azad University, Tehran, Iran

چکیده

The goal of this paper is the way of social media activity especially clothes brands’ Facebook page. Users’ interactions affect brands’ perception with relevant activities to brand and finally affect consumers’ purchase decision. In terms of goal, the current study is functional and in terms of nature and method is survey-descriptive. The statistical population of current study is users who are members of Facebook fan page of clothes brands page. Available sampling method has been used in this study. Based on Morgan table sample volume was estimated as 384. In order to collect data, 17 questions in form of 5 degree range of very low, low, medium, high, very high were used. Content validity was confirmed by expertise and professors. Construct validity was also done using confirmatory factor analysis. The value of Cronbach’s alpha was 0.89 which showed appropriate reliability of research inventory. In order to analyze data, structural equation modeling was used by the function of Lisrel software. Findings show positive effect of users’ participation on awareness of brand and consumers’ purchase. More findings show that created nuisance for users which is derived from high volume of information causes negative effects on fans’ commitment as well.

کلیدواژه ها

social media, branding, purchase intention, brand’s awareness

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