نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه مدیریت و حسابداری، ذانشکده علوم انسانی، دانشگاه زنجان، زنجان، ایران.
2 گروه مدیریت و حسابداری، دانشکده علوم انسانی، دانشگاه زنجان، زنجان، ایران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
In today's era, the existence of new developments in the field of information technology has caused the emergence of attractive virtual spaces such as various social media, which are always expanding and have multiple uses and provide an arena for the promotion of goods and services of manufacturers. The purpose of this study is to investigate the impact of social media marketing on purchase intention and brand loyalty. This research is applied in terms of purpose and semi-quasi-survey in terms of method and methodology. The population of this study is the customers of commercial banks, and the research tool is a questionnaire that was distributed among 286 respondents in a non-probable way. Finally, ANOVA analysis of variance was used to test the hypotheses. The establishment of social media marketing is a suitable mechanism to build trust between the brand and customers. Closer and more communication with the brand through social media increases customers' trust in the brand and encourages them to buy the brand's products. Using these media, customers participate more actively and more in all stages of the purchase and feel connected. get closer to the brand. Finally, the results obtained from the research showed that social media marketing significantly affects brand loyalty and customer purchase intention. Finally, the findings showed that customer purchase intention has a significant effect on brand loyalty. Based on these results, it can be said that organizations should pay more attention to the functions of social media marketing because it has a direct impact on the use of social media marketing, brand loyalty and customer purchase intention.
کلیدواژهها [English]