Journal of value creating in Business Management

Validation of a social media marketing model to influence the purchase decision process of potential customers for residential and commercial buildings

Document Type : Original Article (Quantified)

Authors

Hamzeh Hassanzadeh aval 1
Ali Hosseinzadeh 2
Hadi Bastam 3

1 PhD student, Department of Business Administration, Torbat Heydariyeh Branch, Islamic Azad University, Torbat Heydariyeh, Iran.

2 Assistant Professor, Department of Business Management, Tarbiat Heydariyeh Branch, Islamic Azad University, Torbat Heydariyeh, Iran

3 Assistant Professor, Department of Management, Tabaran Institute of Higher Education, Mashhad, Iran

https://doi.org/10.22034/jvcbm.2025.520377.1551
Abstract
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.

Keywords

Social Media Marketing
Brand Positioning
Decision-Making Process
Purchasing Decision-Making Process
Construction Industry
Subjects

  • Receive Date 01 May 2025
  • Revise Date 02 June 2025
  • Accept Date 17 July 2025

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