Template-Type: ReDIF-Article 1.0
Author-Name: Sara Serajpour
Author-Name-First: Sara
Author-Name-Last: Serajpour
Author-Email: sara_serajpour@ymail.com
Author-Workplace-Name: Master of Business Administration, Marketing Orientation, Sari Branch, Islamic Azad University, Sari, Iran
Author-Name: Majid .Fattahi
Author-Name-First: Majid
Author-Name-Last: .Fattahi
Author-Email: majid.fattahi59@gmail.com
Author-Workplace-Name: Assistant Professor, Department of Management, Sari Branch, Islamic Azad University, Sari, Iran
Author-Name: Farshideh Zameni
Author-Name-First: Farshideh
Author-Name-Last: Zameni
Author-Email: farshidezameni4520@iran.ir
Author-Workplace-Name: Associate Professor, Department of Educational Management, Islamic Azad University, Sari Branch, Sari, Iran
Title: The Impact of Social Network Marketing on Consumer Willingness for Brand Purchase, given the Mediating Role of Customer Engagement
Abstract: 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.
Classification-JEL: JEL
Keywords: social network marketing; consumer behavioral intention; customer engagement
Journal: International Journal of Resistive Economics
Pages: 67-81
Volume: 9
Issue: 1
Year: 2021
Month: January
File-URL: https://www.oajre.ir/article_132125_d4c25ddfb2ce621593edbbd4a9779c9b.pdf
File-Format: Application/pdf
File-Function: Full text
File-URL: https://www.oajre.ir/article_132125.html
File-Format: text/html
File-Function: Abstract page
Handle: RePEc:trd:journl:132125