مشخصات پژوهش

عنوان	تبیین نقش بازاریابی رسانه اجتماعی در تمایل به خرید با تاکید بر نقش جامعه برند و کیفیت روابط
نوع پژوهش	پایان‌نامه
کلیدواژه‌ها	Keywords: Social Media Marketing, Purchase Intention, Consumer-Brand Relationship Quality ,Brand Community.
چکیده	Background and purpose: A significant percentage of people transmit information through social media to others. Social media has also become one of the channels where consumers receive information about their goods or services for the ultimate purchase through this social media; social media marketing plays an important role in stimulating customers to buy and can make customers faster and more convenient to the product they are looking for. Therefore, companies are in urgent need of understanding purchasing intentions and incentives, as well as the impact of marketing through social media.The main purpose of this research is to investigate the effect of social media marketing from customers perspective on the purchase intention based on the role of consumer-brand relationship quality and brand community. Methodology: This research in terms of purpose is an applied research and in tems of collecting information, is descriptive of correlation type.The statistical population of this research is buyers and customers of clothing stores in Bushehr city which have instagram or telegram social network. The sampling method in this research is convenience sampling and the data collection tool is a questionnaire. A total of 386 questionnaires were obtained. Data analysis was also performed using structural equation modeling and Smart PLS software. Findings and Conclusion: The results of analysis of data suggest that social media marketing has a direct effect on the consumer-barand relationship quality and the brand community. Also, the effect of consumer-barand relationship quality and brand community on the brand trust and the effect of brand community on the brand loyalty was confirmed, but the effect of consumer-barand relationship quality on brand loyalty was not approved.In this research, brand trust had a positive and significant effect on brand loyalty and the effect of brand loyalty on purchase intention was also accepted.
پژوهشگران	اطهره عباسی (دانشجو)، سید یعقوب حسینی (استاد راهنما)، مانی آرمان (استاد مشاور)