مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

تاثیر بازاریابی رسانه های اجتماعی بر قصد خرید با در نظر گرفتن نقش میانجی تعامل مشتری، تصویر برند و آگاهی از برند

نویسندگان
1 گروه مدیریت بازرگانی دانشگاه خوارزمی، تهران، ایران
2 استادیار، دانشکده مدیریت، دانشگاه خوارزمی، تهران، ایران
3 دانش آموخته مدیریت بازرگانی، دانشکده مدیریت، دانشگاه خوارزمی، تهران، ایران
چکیده
هدف: رسانه‌های اجتماعی امروزه نقش بسیار مهمی در زندگی روزمره افراد و کسب‌وکارها ایفا می‌کنند. این پلتفرم‌ها علاوه بر ارتباطات شخصی، به یکی از اصلی‌ترین ابزارهای بازاریابی نیز تبدیل شده‌اند. همچنین این پلتفرم‌ها تأثیر مستقیمی بر تصمیم‌گیری خرید افراد دارند. پژوهش حاضر، به دنبال بررسی تاثیر بازاریابی رسانه‌های اجتماعی بر قصد خرید با در نظر گرفتن نقش میانجی تعامل مشتری، تصویر برند و آگاهی از برند می‌باشد
روش: این پژوهش با رویکرد فلسفی اثبات‌گرایی و با استفاده از روش کمی انجام شده است. استراتژی پژوهش، پیمایشی بوده و از پرسشنامه استاندارد با طیف لیکرت پنج گزینه‌ای برای جمع‌آوری داده‌ها استفاده شده است. این پژوهش دارای افق زمانی مقطعی است و در بازه زمانی یک ماهه بین تاریخ 10 تیر تا 15 مرداد (35 روز) انجام شده است. جامعه آماری شامل مشتریان بالقوه و بالفعل برند اسنس بوده و نمونه‌گیری به روش غیراحتمالی در دسترس با حجم نمونه 410 نفر انجام شده است. برای تجزیه و تحلیل داده‌ها از مدل‌سازی معادلات ساختاری و نرم‌افزارهای SPSS و Smart PLS استفاده شده است.
نتیجه‌ گیری: نتایج تحقیق حاضر نشان می‌دهد که بازاریابی در شبکه‌های اجتماعی می‌تواند به افزایش آگاهی از برند، تقویت تعامل با مشتریان و در نهایت، افزایش قصد خرید در محصولات آرایشی منجر می شود و پیشنهاد می شود که برندهای این حوزه، از رسانه‌های اجتماعی می‌توانند برای معرفی محصولات خود و ایجاد ارتباط با مشتریان و ایجاد قصد خرید در آنها استفاده ‌کنند.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

The effect of social media marketing on purchase intention, considering the mediating role of customer Engagement, brand image, and brand awareness

نویسندگان English

hossein norouzi 1
Niloofar abaspoor 2
Shiva barzegar 3
1 Business Management Dep., Kharazmi University, Tehran, Iran
2 Assistant Professor, Faculty of Management, Kharazmi University, Tehran, Iran
3 MSc. Department of Business Management,Faculty of Management, University of kharazmi,Tehran,Iran
چکیده English

Objective: Social media platforms have become an integral part of the daily lives of individuals and businesses, evolving into primary marketing tools and directly influencing purchase decisions. This study aims to examine the impact of social media marketing on purchase intention, considering the mediating roles of customer engagement, brand image, and brand awareness.
Methodology: This research adopts a positivist philosophical approach with a quantitative methodology. The research strategy is survey-based, using a standardized five-point Likert scale questionnaire for data collection. The study has a cross-sectional time horizon, conducted over a one-month period from July 1 to August 6 (35 days). The statistical population consists of potential and actual customers of the Essence brand. A sample of 410 individuals was selected using non-probability convenience sampling. Data analysis was performed using structural equation modeling with SPSS and Smart PLS software.
Conclusions: The results indicate that social media marketing can lead to increased brand awareness, improved customer loyalty, and ultimately increased purchase intention for cosmetic products. It is recommended that brands in this sector utilize social media for product introduction, customer relationship building, and purchase intention stimulation. This strategy can potentially strengthen brand positioning and increase sales.
Keywords: brand image, brand awareness, customer Engagement, purchase intention, social media marketing.

کلیدواژه‌ها English

brand image
brand awareness
customer Engagement
purchase intention
social media marketing
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