بررسی تاثیر جنسیت برند بر قصد خرید در شبکه اجتماعی اینستاگرام (مورد مطالعه نوین چرم)

امروزه برندینگ به‌منظور پیشبرد برنامه‌های وفاداری از اهمیت بسیاری برخوردار است. با توجه به محبوبیت بسیار رسانه اجتماعی اینستاگرام برای کسب‌وکارها بخصوص در ایران، پژوهش حاضر به سنجش تاثیر جنسیت برند بر ارتباطات دهان‌به‌دهان الکترونیکی و قصد خرید مشتری در شبکه اجتماعی اینستاگرام «نوین چرم» می‌پردازد. پژوهش حاضر کاربردی، توصیفی از نوع پیمایشی است. جامعه آماری آن دنبال کنندگان صفحه اینستاگرام برند نوین چرم می‌باشد که با استفاده از روش نمونه‌گیری غیر احتمالی در دسترس، 250 نمونه جمع‌آوری شدند. تجزیه‌وتحلیل‌ها با استفاده از مدل معادلات ساختاری انجام شد. بر اساس نتایج این پژوهش، جنسیت برند و دو بعد آن، ویژگی‌های مردانه و زنانه جنسیت برند بر آمیختگی مصرف‌کننده و ویژگی‌های مردانه برند بر عشق به برند تاثیر مثبت دارد. عشق به برند بر وفاداری مصرف‌کننده تاثیر مثبت داشت و همچنین ارتباط مثبت آمیختگی و وفاداری مصرف‌کننده بر ارتباطات دهان‌به‌دهان الکترونیکی و قصد خرید مورد تایید واقع شد. با توجه به نتایج به‌دست‌آمده و ارتباط مثبت و معنادار مفاهیم رفتاری مصرف‌کننده مطرح و تائید شده در پژوهش حاضر و با توجه به لزوم تصویرسازی جنسیت برند در اذهان مخاطبین، پیشنهاد می‌شود از آن به‌عنوان ابزاری برای افزایش پاسخ‌های مرتبط با مشتریان و مخاطبان و کسب حداکثری خرید این برند در نظر گرفته شود.

investigating the effect of brand gender on purchase intention in instagram (novincharm case study)

1. introductionthe current study examines the impact of brand gender on electronic word-of-mouth communication and customer purchase intention on the instagram page of novin cherm. the motivation behind this research lies in the significance of consumer loyalty programs and their influence on future consumer behaviors, such as word-of-mouth communication and the effects of these programs on purchase intention. a review of existing research on the relationships within the conceptual model revealed that no prior studies have explored the effect of brand gender or emphasized the relationship between its two dimensions and the dimensions of consumption and participation as factors that influence customer attitudes and behaviors. additionally, its connection to other consumer behavior concepts remains unaddressed; thus, this research aims to investigate this critical topic for the first time. the findings indicate that brand gender and its two dimensions positively influence brand love, brand love positively affects consumer loyalty, and the positive relationship between consumer fusion and loyalty on electronic word-of-mouth and purchase intention was confirmed. based on the results of this study, it is essential to portray the brand's gender in the audience's minds, it is suggested that it should be utilized as a tool to enhance customer engagement and maximize purchases of this brand.2.materials and methodsthe current correlational research has been conducted using structural equation modeling and partial least squares methods. a stratified sampling technique was employed in this study. the statistical population consisted of customers and followers of the novin leather products instagram page. to further this research, 250 questionnaires were completed. the internal consistency of the variables was assessed using cronbach's alpha. cronbach's alpha of all variables was higher than 0.7, which indicates the questionnaire's high reliability. the statistical methods applied in this research include both descriptive and inferential statistics. structural equation analysis of the model and confirmatory factor analysis, a subset of structural equation analysis, were performed using smartpls software, while descriptive statistics were calculated with spss software.3.results and discussiontable 3. significance and path coefficient of the main and secondary hypotheses table 4. significance and path coefficient of moderator variables the significance value of the path coefficients for all the hypotheses in this research is higher than 1.96, and the p-values are equal to 0.000. this confirms that all the hypotheses in this research are supported at the 95% confidence level, except for hypothesis 11. table 5. investigating convergent validity and composite reliability of research variables in order to establish convergent validity, the average variance extracted (ave) should exceed 0.5, the composite reliability coefficient (cr) should be higher than 0.6, and cronbach's alpha should be greater than 0.7. the current study meets all of these criteria. table 6. test of coefficient of determination 𝐑𝟐all values are positive and greater than zero, which indicates that the structural model is of good quality. the goodness of fit index (gof) was employed to assess the model overall. this index ranges from zero to one, with values of 0.01, 0.25, and 0.36 representing weak, medium, and strong fit, respectively. the value obtained for this index in this research is 0.435, which demonstrates the model's high power. 4. conclusionthis research highlights the practical advantages of integrating strong gender characteristics (masculine or feminine) into brand development. by doing so, managers can enhance consumer involvement and engagement, both actively (participation) and passively (content consumption). the findings indicate that aligning gender representations with marketing and advertising strategies across various platforms (above the line, on the line, and below the line) can significantly elevate customer and audience affinity for the brand.the research findings emphasize the crucial role of consumer brand engagement in electronic word-of-mouth communication. when customers actively engage with a brand's online content, a strong connection is established between them and the product, brand, and services. this transition from a passive follower to an active advocate who promotes the brand's products within their social circles clearly illustrates the power of brand engagement in fostering customer loyalty.managers should acknowledge the importance of brand identity cues and marketing mix strategy in achieving their desired gender positioning. this, in turn, can help cultivate strong brand relationships with customers, which results in increased customer loyalty.a crucial issue frequently raised by the audience in the comments section of this company's instagram was related to the promotions and discounts offered to customers who are members of the customer club. estimates indicated that there needed to be a higher percentage of satisfaction regarding the promotional plans and seasonal discounts. attention to mixed marketing issues, particularly promotional ones, is essential for maintaining customer satisfaction, increasing loyalty and engagement with the company's content, and reducing marketing costs. by addressing customer concerns, managers can reassure customers about the effectiveness of their actions, thereby they can enhance satisfaction and loyalty. one of the limitations of the research is the data collection tool, which is a questionnaire that only evaluates the respondents' attitudes, so it has inherent limitations. considering the non-confirmation of a significant relationship between the feminine characteristics of brand gender and brand love, alongside only the positive and significant correlation of masculine brand characteristics on the concept of brand love, future researchers are encouraged to explore this issue in subsequent studies to validate the two dimensions of brand gender on brand love. additionally, due to the absence of an iranian scale that reflects the characteristics and cultural nuances of the country and its people—one that is entirely suitable, comprehensible, and generalizable across all sectors of production and services in the iranian market—designing iranian scales is recommended for researchers interested in this area.