The Impact of Social Network Marketing on Consumer Willingness for Brand Purchase, given the Mediating Role of Customer Engagement

Social network marketing, as a subset of social media marketing, is one of the innovative and groundbreaking marketing efforts in which consumers are engaged, instead of standing by and watching. This research is primarily concerned with the impact that social network marketing may have on consumer behavioral intention regarding foreign sportswear. This is an applied research conducted based on a descriptive, correlational survey design. The statistical population included potential customers of foreign sportswear brands, including Puma, Nike, Reebok, and Adidas. Of this population, a sample of ۳۸۴ people was considered for this study. The required data were collected using a questionnaire. For test of the research hypotheses, regression model was used. The results indicated that social network marketing had significant effect on consumer behavioral intention and engagement. Customer/consumer engagement (CR), in turn, significantly influenced consumer willingness to purchase. In addition, consumer engagement mediated the relationship between social network marketing and consumer behavioral intention.

کلیدواژه ها:

social network marketing ، consumer behavioral intention ، customer engagement