Investigating the impact of using social networks for marketing in Iranian clothing manufacturing industries on customers' purchase intentions

Document Type : Scientific research

Authors
Ahad najd ghasem bonab 1
hossein alipourrad 2
1 PhD in human resource management and lecturer, Islamic Azad University, Bonab branch, Bonab, Iran
2 PhD in financial management and lecturer at Farhangian University of Tabriz, Tabriz, Iran
Abstract
With the expansion of new technologies in the electronic field in the last decade, facilities such as social networks have overshadowed various aspects of personal and social life and caused many changes in people's lives. Meanwhile, manufacturing companies need to use this platform for marketing to communicate with customers and increase sales and purchase intention. Since the clothing industry always includes different brands, in this research we intend to investigate the effect of using social networks for marketing in the Iranian clothing industry on the purchase intention of customers. The current research is descriptive in terms of method and practical in terms of purpose. The statistical population of this research consists of all the managers and employees of online clothing stores in Tabriz in the number of 950 people, of which 274 people were selected for the study by simple random sampling method and were studied using a questionnaire. Also, data analysis was done using SPSS and Smart PLS statistical software and through structural equations. The results of the analysis and testing of the hypothesis of the current research show that marketing based on the use of social networks has a positive, direct, and significant effect on the purchase intention of customers in the Iranian clothing manufacturing industry and on the attitude towards the brand, purchase intentions and familiarity with the brand in the industries. Iranian clothing production has a positive and direct effect.
Keywords
social network marketing
customers' purchase intention
attitude towards the brand
purchase intentions and familiarity with the brand

Subjects

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  • Receive Date 19 November 2023
  • Revise Date 01 December 2023
  • Accept Date 20 December 2023