نقش اعتماد برند و نگرش برند در تاثیر بازاریابی رسانه‌های اجتماعی بر قصد خرید

هدف: رسانه‌های اجتماعی به‌عنوان یک ابزار قدرتمند و موفق بازاریابی، به شرکت‌ها کمک می‌کند تا فعالیت‌ها و تعامل بین مصرف‌کنندگان را با اوقات خوش‌تر از گذشته به برند پیوند دهند. هدف این مطالعه بررسی تاثیر بازاریابی رسانه‌های اجتماعی بر قصد خرید مصرف‌کنندگان از طریق اعتماد برند و نگرش برند می‌باشد. روش: پژوهش حاضر از نظر هدف کاربردی و از لحاظ روش، توصیفی، پیمایشی می‌باشد. همچنین برای گردآوری داده‌ها از روش کمی استفاده شد. جامعه آماری این پژوهش، صرف‌کنندگان برندهای لوکس پاتن جامه، چرم مشهد، سالیان، دنیس تریکو، نوین چرم در  ایران می‌باشد. حجم نمونه تعداد 384 نفر از مصرف‌کنندگان بوده و باتوجه‌به نامحدودبودن جامعه آماری و همچنین غیرممکن‌بودن دسترسی به تمام جامعه موردنظر، از روش نمونه‌گیری در دسترس استفاده شد. برای جمع‌آوری داده‌ها از ابزار پرسش‌نامه استاندارد استفاده شد. به‌منظور تجزیه‌وتحلیل داده‌ها از روش تحلیل مسیر و نرم‌افزار آموس برای بررسی روابط بین ابعاد و شاخص‌ها استفاده شد.یافته‌ها: نتایج نشان داد که بازاریابی رسانه‌های اجتماعی تاثیر مثبت و معناداری بر اعتماد به برند و نگرش برند دارد. علاوه بر این، اعتماد به برند و نگرش برند تاثیر مثبت و قابل‌توجهی بر قصد خرید مصرف‌کنندگان دارند؛ همچنین بازاریابی رسانه‌های اجتماعی به‌واسطه اعتماد برند و نگرش برند بر قصد خرید تاثیر می‌گذارد. نتیجه‌گیری: مدیران بازاریابی باید فعالیت‌های مختلف بازاریابی از طریق رسانه‌های اجتماعی را برای نام تجاری خود در سایت‌های رسانه‌های اجتماعی موردتوجه قرار دهند و در چنین فعالیت‌هایی سرمایه‌گذاری کنند تا بر نگرش و اعتماد مصرف‌کننده نسبت به برند تاثیر مثبت گذارند.

the role of brand trust and brand attitude in the impact of social media marketing on purchase intention

purpose: today, internet-based technologies have brought new transformations to human life. customers are able to compare products offered by sellers around the world to buy their online products. on the one hand, the widespread use of these technologies provides benefits for online companies that are constantly increasing. the importance of this issue is felt when there is a lot of competition between a large number of similar companies with different types of services. now, companies are using social media technologies to advertise information about their brands. social media are a good option for accessing and collecting information from other consumers. these media are widely used for social media marketing and provide various methods for marketers to reach and interact with consumers. social media marketing refers to the use of social media technologies, channels, and software to create, deliver, exchange, and provide offerings that have value for the stakeholders of an organization. online marketing activities lead to the development of knowledge among users, empowering users from predictions about their future businesses, monitoring customer behavior through changes in the content produced, attracting new customers, increasing sales, and fast use and saving time. the goal of social media marketing is to help companies increase market share and customer purchase intention.  today, social media marketing plays a fundamental role in influencing purchase intent due to its ubiquity among consumers. these platforms provide essential information that guides purchase decisions and simplifies decision-making. purchase intention is an activity in which consumers consider purchasing a product or a service. purchase intention is the likelihood that a consumer will continue to purchase in the future. consumer purchase intention can be influenced through the sharing of information or engagement in conversations and comments from other consumers. a strong presence on social media significantly affects purchase intention and builds customer trust. on the other hand, marketers consider brand trust as an important and relevant concept to purchase intention. brand trust is defined as the willingness of consumers to rely on the power of the brand to fulfill the stated goal and the belief that the brand has the ability to deliver the promised benefits. studies that have been conducted in the past have stated that brand trust is a precursor to purchase intention. sung & kim (2010) and ellitan, havina & lukito (2022) believe that brand trust is considered as a variable that has a significant impact on purchase intention. for many years, brand attitude has been an important topic of research in marketing. therefore, marketers consider it the most important predictor of consumer behavior towards a product or service. basically, brand attitude refers to the consistent preference of consumers towards a specific brand and the overall evaluation by the consumer towards the brand. attitude towards an object (including a brand) includes salient beliefs that are acquired through experience and can fluctuate positively or negatively as a function of past experiences. a favorable attitude towards a  brand increases the likelihood of consumers continuing to use it in the future. consumer attitude typically has a strong influence on their purchase intent. one of the growing global trends in iran is the increasing demand for luxury goods. the luxury goods market has attracted the attention of researchers and marketing professionals due to its rising growth rate. in 2017, the global market for luxury fashion goods exceeded $1.2 trillion. it is expected that by 2030, approximately 500 million consumers will be luxury fashion customers. research also shows that about 80% of the global luxury market is influenced by digital technology, and it is expected that online sales of luxury brands will reach 20% of total transactions by 2025. many luxury brands now have official pages on social media platforms such as facebook and instagram, where they publish news about their products and brands. in iran, luxury fashion brands are trying to achieve profitability by targeting a specific target group. despite their significant activity on social media, these brands have not been successful in attracting customers through this channel. in addition to increased competition in the domestic market, the import of foreign brands with official dealerships or the entry of these brands and their original counterparts from unconventional channels are serious threats to the iranian fashion market. additionally, unofficial pages selling fashion products on social media or the sale of personal luxury products have made these items more accessible to interested individuals and made the competition more difficult. despite the activities of luxury fashion brands on social media, these activities are not interactive and feedback is not received from customers about the products and services of these brands. as a result, these brands have not been successful in attracting customers, creating positive attitudes, and gaining their trust to the desired extent. therefore, it is necessary to examine and identify the factors affecting the purchase intention of consumers of luxury clothing brands, including social media marketing, brand attitude, and brand trust, in order to help improve knowledge and improve planning in this field. despite the importance and expansion of social media marketing in the country, not many studies have been conducted to identify the impact of social media marketing on purchase intention for luxury products. the researchers of this study, after reviewing the research background, found that the role of brand attitude and brand trust in the relationship between social media marketing and customer purchase intention has not been considered in both foreign and domestic research. given the research gap in this area, the present study investigates the impact of social media marketing on the purchase intention of consumers of luxury clothing brands, taking into account the mediating role of brand trust and brand attitude, which has not been studied before.methodology: the present study has a quantitative approach and is applied in terms of purpose. in terms of nature and method of data collection, it is descriptive-survey. the statistical population of this study is all consumers of the luxury brands paten jama, charm mashhad, salyan, denis trico, and navin charm in iran, who follow the social media pages of these brands. the reason for choosing these brands is that they all have active representative pages on the social media platform instagram. this is because it makes it possible to identify followers of these brands and people who are attached to these brands. given the unlimited nature of the statistical population and the lack of access to the entire target population, the sample under study was taken using the available sampling method. in this way, the online questionnaire of the present study was shared with the followers of the instagram pages of these brands. due to the unknown size of the population, the sample size was estimated at 385 people using the cochran formula.the questionnaire for the present study was prepared with 27 questions using a five-point likert scale. a set of standard questionnaires from previous studies were used to measure the variables under study. the questions for the social media marketing variable were extracted from the standard questionnaire of cheung, pires & rosenberger (2020), the questions related to purchase intention were extracted from the questionnaire of lakshamana (2018), the questions for the brand attitude variable were extracted from the tool questionnaire of qasemi and vesta (2014), and the questions for the brand trust variable were extracted from the research questionnaire of yazdani, ronagh, laqayi and mostafshar (2019). in this study, the validity of the questionnaire was obtained through expert review.