Investigating the Impact of Social Media Interactions on Purchasing Intent and Customer Behavioral Interaction with Emphasis on Source and Content Factors
Master of Marketing Management, Faculty of Economics and Management, University of Tabriz, Tabriz, Iran.
Abstract
The aim of this study was to investigate the effect of social media interactions on shopping intentions and customer behavioral interaction with emphasis on source and content factors. This research is applied in terms of purpose and descriptive-analytical method with a quantitative approach. The statistical population of the study was the customers of Ofogh Kourosh chain stores in Tabriz. 200 people were selected as the sample using the Morkan-Krejcie formula by random sampling method. In this study, SPSS software was used to analyze the findings and stepwise regression analysis test was used to test the hypotheses. The results showed that social media interactions with a confidence level of 95 and p <0.05 have a positive and significant effect on purchasing intent and behavioral interaction of customers. Based on the first hypothesis of the research: "Social media interactions on the results showed that the relationship between the components of social media interactions with the intention of customers to buy was significant. That is, the higher a person's score on the components of social media interactions, the more they intend to buy. Also, according to the second hypothesis, social media interactions have a positive and significant effect on customer behavioral interaction.
ghahraman nejad, J. (2022). Investigating the Impact of Social Media Interactions on Purchasing Intent and Customer Behavioral Interaction with Emphasis on Source and Content Factors. Journal of Accounting and Management Vision, 5(62), 1-8.
MLA
javad ghahraman nejad. "Investigating the Impact of Social Media Interactions on Purchasing Intent and Customer Behavioral Interaction with Emphasis on Source and Content Factors". Journal of Accounting and Management Vision, 5, 62, 2022, 1-8.
HARVARD
ghahraman nejad, J. (2022). 'Investigating the Impact of Social Media Interactions on Purchasing Intent and Customer Behavioral Interaction with Emphasis on Source and Content Factors', Journal of Accounting and Management Vision, 5(62), pp. 1-8.
VANCOUVER
ghahraman nejad, J. Investigating the Impact of Social Media Interactions on Purchasing Intent and Customer Behavioral Interaction with Emphasis on Source and Content Factors. Journal of Accounting and Management Vision, 2022; 5(62): 1-8.
