نوع مقاله : مقاله پژوهشی (کمی)
نویسندگان
1 دانشجوی دکتری، گروه مدیریت بازرگانی، واحد تربت حیدریه، دانشگاه آزاد اسلامی، تربت حیدریه، ایران.
2 استادیار، گروه مدیریت بازرگانی، واحد تربیت حیدریه، دانشگاه آزاد اسلامی، تربت حیدریه، ایران
3 استادیار، گروه مدیریت، موسسه آموزش عالی تابران، مشهد، ایران
کلیدواژهها
عنوان مقاله English
نویسندگان English
The purpose of this study is to validate the social media marketing model to influence the purchasing decision-making process of potential customers of residential and commercial buildings. In this study, an attempt has been made to examine and validate the paradigmatic model of social media marketing to influence the purchasing decision of customers, considering the real needs of potential customers of residential and commercial construction projects in the Mashhad metropolis. The research method is applied in terms of purpose and descriptive-survey in terms of nature. The statistical population included customers, citizens, and residents of residential and commercial neighborhoods and complexes in the city of Mashhad. To analyze research data structural equation modeling and PLS software were used. The proposed model was validated by distributing 420 questionnaires among the members of the statistical population. The results of structural equation analysis indicate that the social media marketing model is valid for influencing the purchasing decision-making process of potential customers of residential and commercial buildings. It was also found that the pivotal phenomenon and contextual conditions have a significant impact on strategies, and strategies also play an important role in improving marketing outcomes.
کلیدواژهها English
