Reyhaneh Toudeh Bahambari; Hossein Hakimpour; Mahdi Mahmoodzadeh Vashan; Hamid Rezaeifar
Abstract
The study of the factors affecting consumer buying behavior in online environments is taking on a more detailed form every day. For this purpose, the present study was conducted with the aim of prioritizing the factors affecting consumer buying behavior in online social media marketing. The analysis ...
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The study of the factors affecting consumer buying behavior in online environments is taking on a more detailed form every day. For this purpose, the present study was conducted with the aim of prioritizing the factors affecting consumer buying behavior in online social media marketing. The analysis and validation of indicators were done using the combined method of structural equation modeling and partial least squares. In addition, in order to determine the importance and type of performance of each factor, the IPMA matrix was used. The research data was influenced by consumer information, which mostly included women with a master's degree and in the age range of 36 to 50 years, using the available non-probability sampling method that is common for online surveys, and using Cohen's effect size formula, 466 people were examined. The findings of the research showed that the factor of consumer engagement has the highest degree of importance and ease of use has the highest level of performance in the general model of social media. In addition, the factor of consumer engagement has the highest degree of importance, and electronic word-of-mouth (EWOM) has the highest level of performance in Instagram, and vice versa, EWOM is the most important, and consumer engagement has the highest degree of performance in Telegram. These results can be used by marketers to influence consumer buying behavior and in online marketing plans in their desired direction.
Niloufar Hadianfar
Abstract
Background: Destination branding and social media strategy may be a major and strong marketing and promotional tool for destination marketers. Today tourism has been greatly affected by social media platforms. Besides being a major source of information, these tools can facilitate the interaction process ...
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Background: Destination branding and social media strategy may be a major and strong marketing and promotional tool for destination marketers. Today tourism has been greatly affected by social media platforms. Besides being a major source of information, these tools can facilitate the interaction process among tourists and provide them with customized and personalized offers. These activities can ultimately lead to enhanced destination brand equity.Purpose: The present study attempts to investigate the impact of social media marketing on consumer-based brand equity components for tourism destinations.Method: The sample of the study totaled 149 visitors from Isfahan. Online questionnaires and convenience sampling methods were used to collect data research. The research hypotheses were tested using smart PLS software.Results: The results showed that there is a statistically positive and significant impact of social media marketing on destination brand awareness, destination brand image, destination brand quality, and destination brand loyalty.Conclusion: As the results show, social media marketing is an effective marketing tool to improve tourism marketing that in turn can enhance destination brand equity. These results are beneficial for tourism destination marketers and managers. Social media marketing as a prominent marketing tool can strengthen destination brand equity and potentially influence tourists’ behavior
