Journal of Advertising and Sales Management

Journal of Advertising and Sales Management

Examining the role of lifestyle and life period in relation to social media marketing and purchase intention (case study of consumers of Dorsa leather products)

Authors
Fatemeh Ghasemzadeh 1
Vahideh Alipur 2
mohammad Ashuri 2
maryam mohammadi 2
1 Management group ,Faculty of Humanities,University of Zanjan,Zanjan.Iran
2 Department management ,Faculty of Humanities,University of Zanjan,Zanjan.Iran
10.22034/asm.2024.2045367.3311
Abstract
Social networks, as one of the main mass communication media, play a very important role in influencing the attitude and behavior of consumers. In this research, the effect of marketing in social networks on consumers' purchase intention has been investigated. Also, the role of lifestyle variables and life period as moderating factors of this relationship has been evaluated. The statistical population was made up of the followers of Dersa leather brand page on Instagram social network. Using Cochran's formula, the sample size was calculated to be 384 people. The present research method is descriptive-analytical because it seeks to collect real and detailed information about the desired phenomenon. In this research, data were collected through a Likert scale questionnaire and analyzed using SPSS and Smart-PLS software. The results showed that marketing in social networks has a positive and significant effect on consumers' purchase intention. Also, this variable affects the lifestyle of consumers. Social media marketing with a mediating role in lifestyle means that these media have more influence on the consumer's decision making process. These media can shape the lifestyle in a way that strengthens the consumer's purchase intention. Also, with a moderating role in the life course, social media may have a positive effect on purchasing decisions at different stages of people's lives. However, the variable of life period (age) has a moderating role and with increasing age, the impact of social network marketing on purchase intention and lifestyle decreases.
Keywords
lifestyle
life course
purchase intention
social media marketing

Subjects

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Journal of Advertising and Sales Management
Volume 5, Issue 3 - Serial Number 19
Autumn 2024
Pages 144-160