Iranian Business Management Association International Journal of Resistive Economics 2345-4954 9 1 2021 01 01 The Impact of Social Network Marketing on Consumer Willingness for Brand Purchase, given the Mediating Role of Customer Engagement 67 81 132125 EN Sara Serajpour Master of Business Administration, Marketing Orientation, Sari Branch, Islamic Azad University, Sari, Iran Majid .Fattahi Assistant Professor, Department of Management, Sari Branch, Islamic Azad University, Sari, Iran Farshideh Zameni Associate Professor, Department of Educational Management, Islamic Azad University, Sari Branch, Sari, Iran Journal Article 2020 08 29 Social network marketing, as a subset of social media marketing, is one of the innovative and groundbreaking marketing efforts in which consumers are engaged, instead of standing by and watching. This research is primarily concerned with the impact that social network marketing may have on consumer behavioral intention regarding foreign sportswear. This is an applied research conducted based on a descriptive, correlational survey design. The statistical population included potential customers of foreign sportswear brands, including Puma, Nike, Reebok, and Adidas. Of this population, a sample of 384 people was considered for this study. The required data were collected using a questionnaire. For test of the research hypotheses, regression model was used. The results indicated that social network marketing had significant effect on consumer behavioral intention and engagement. Customer/consumer engagement (CR), in turn, significantly influenced consumer willingness to purchase. In addition, consumer engagement mediated the relationship between social network marketing and consumer behavioral intention. https://www.oajre.ir/article_132125_d4c25ddfb2ce621593edbbd4a9779c9b.pdf