THE EFFECT OF SOCIAL MEDIA MARKETING ON CUSTOMERS PURCHASE INTENTION

The present study evaluates the effect of social media marketing variables on customers Purchase Intention. Social media marketing is one of the components of mouth-to-mouth marketing, online communities and online advertising. This research is from the perspective of the descriptive-correlation nature. The study population is the consumers of the products of L’Orealbrand which is active in the field of cosmetic products. Data collection was done during the 3 months of the fall of 1395. A random sampling method has been used to select the sample. The data collection tool was a questionnaire consisting of demographic questions, social media marketing and customers Purchase Intention, which was distributed among products consumers from the L’OrealCompany in the Shiraz. The results were analyzed by SPSS software version 21 using multiple regression and Pearson correlation tests. The results indicated that the mouth to mouth and electronic marketing components of the electronic community and online communities were directly and positively influenced by the customers Purchase Intention the L’Orealbrand products.

کلیدواژه ها:

Social Media Marketing ، Purchase Intention ، Customers