تحلیل قصد خرید برندهای لوکس مشتریان با شناخت تأثیر فعالیت‌های بازاریابی در رسانه‌های اجتماعی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناس ارشد مدیریت کسب و کار، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران

2 استادیار، گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران

3 دانشجوی دکتری مدیریت بازاریابی، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران

چکیده

امروزه، رسانه‌های اجتماعی در قصد خرید تأثیرات شگرفی را ایجاد کرده‌اند و استفادۀ صحیح از آنها می‌تواند به مزیت رقابتی برای تمامی شرکت‌های دارای برند و حتی کسب‌و‌کارهای کوچک تبدیل شود. در حالی که مطالعات قبلی بر تأثیر فعالیت‌های بازاریابی در رسانه‌های اجتماعی بر قصد خرید محصولات عمومی تمرکز داشته‌اند، این پژوهش با بررسی برندهای لوکس و با استفاده از مدل، به جزئیات این رابطه و نقش متغیرهای میانجی پرداخته است. جامعه آماری پژوهش را مشتریان برندهای چرم درسا، چرم مشهد، چرم آبل جواهرات گوهربین و لوازم ورزشی مروژ، تشکیل دادند که با توجه به نامعین بودن جامعه آماری، با استفاده از رابطه کوکران 384 نفر به عنوان نمونه انتخاب شدند. برای سنجش متغیرها، پرسشنامه پژوهش با استفاده از پرسشنامه‌های پژوهش­های پیشین در پلتفرم پرس‌لاین طراحی و به صورت آنلاین توزیع شد. تجزیه و تحلیل داده‌ها به روش مدل‌سازی معادلات ساختاری با استفاده از نرم‌افزار Smart PLS انجام شد. نتایج پژوهش نشان داد که فعالیت‌های بازاریابی در رسانه‌های اجتماعی بر درگیری مشتری با برند و نیز بر ارزش درک‌شده اثر مثبت و معنا‌داری دارد. همچنین ارزش درک‌شده و درگیری مشتری با برند بر یکدیگر اثر مثبت و معناداری داشتند. علاوه براین، درگیری مشتری با برند اثر مثبت و معنی‌داری بر تمایل به پرداخت قیمت بالاتر، ارزش درک‌شده بر تمایل به پرداخت قیمت بالاتر، ارزش درک‌شده بر قصد خرید و در نهایت تمایل به پرداخت قیمت بالاتر اثر مثبت و معنی‌داری را بر قصد خرید برند دارد. 

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The analysis of the intention purchase customers of luxury brand by recognizing the effect marketing activities on the social media

نویسندگان [English]

  • Fatemeh Jamiri 1
  • Mina Ranjbarfard 2
  • Soheila Mehmannavazan 3
1 MSc. in Business Administration, Management Department, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran
2 Assistant professor, Management Department, Faculty of Social Sciences and Economics, Alzahra university, Tehran, Iran
3 PhD student of marketing management, Management Department, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran
چکیده [English]

Introduction: Today, consumers' understanding of luxury brands is increasing, and gaining a better understanding of consumer behavior toward luxury brands is extremely important for building, managing and maintaining luxury brands. In addition, the decrease in unemployment rate, decrease in production costs, the expansion of the rich class in developing countries and the increase in the employment rate of women have increased the global consumption of luxury products. In the context of luxury brands, social media marketing is a critical factor in achieving success. Consumers who interact with brands through social media generate favorable reactions to such brands compared to those who do not interact through social media. The digital environment creates countless opportunities for marketers to engage with customers. Customers who are highly engaged with the brand have a favorable attitude toward the target brand and are likely to purchase and pay more to try or acquire that brand. Despite the importance of social media marketing, there are few studies that focus on investigating the outcomes of consumer-brand engagement for luxury brands as well as how luxury brands attract social media users. Also, although models regarding the relationship between social media marketing activities and purchase intention, consumer brand engagement ,perceived value, willingness to pay a higher price have been provided separately; However, according to the available information sources and the investigations conducted by the researchers of this research, so far no research has simultaneously investigated the effect of the factors and variables in this research on the purchase intention of luxury brand customers. Therefore, this research examines the effect of social media marketing activity on the purchase intention of luxury brand customers with the mediating role of  consumer brand engagement, perceived value, and willingness to pay a higher price.
Methodology: The research is applied one and descriptive of the survey type from the point of view of the method. According to the characteristics of the luxury brand and appropriate activity in social media, the statistical population of this research includes all people who have used one of the luxury brands Dorsa Leather, Goharbin Jewelry, Mashhad Leather, Ebel Leather, and Meroj sports equipment, or have experience using social networks. Instagram has the desired brand. Due to the fact that the size of the population is unknown, Cochran's formula was used to determine the sample size, and 384 people were selected as a statistical sample using the simple cluster sampling method. Data collection was done using a questionnaire. To measure the variable of social media marketing activities, customer brand engagement ; Willingness to pay a higher price and purchase intention were used from the questionnaire of Kumar et al. (2022) and to measure the variable of perceived value, the questionnaire of Molinillo et al. (2021) and Kim et al. (2012) were used. In order to analyze the data and test the hypotheses, structural equation modeling was used with the help of Smart PLS and SPSS23 software.
Discussion and Results: The results of the research showed that all the paths and hypotheses were confirmed, and in the meantime, social media marketing activities had the greatest impact on customer brand engagement. social media marketing activities have had a positive and significant effect on perceived value, and perceived value and customer brand engagement have had a positive and significant effect on each other. customer brand engagement has had a positive and significant effect on the willingness to pay a higher price, and the perceived value has also influenced the Willingness to pay a higher price, and after that, the perceived value has directly influenced the purchase intention and in The last hypothesis also shows that Willingness to pay a higher price has a positive and significant effect on brand purchase intention .Although researchers have tried to generalize the research results, the results of this research may not be fully generalizable to other Iranian luxury brands, and caution should be exercised in generalizing it. Therefore, it is suggested that in order to improve studies in the field of marketing activities in social media on the intention to purchase luxury brands, research in other areas of the luxury goods industry should also be carried out.
Conclusion: The results of the present research provide valid justification for combining various social media platforms with traditional marketing channels in order to achieve better results. It can also help brand managers, especially luxury brands, to understand the need to pay more attention to their brand's social media marketing activities and encourage their target audience to engage and buy more by providing appropriate strategies.

کلیدواژه‌ها [English]

  • Social Media Marketing Activities
  • Customer Brand Engagement
  • Perceived Value
  • Willingness to Pay a Higher Price
  • Purchase Intention

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کاوش‌های مدیریت بازرگانی
دوره 17، شماره 40
مرداد 1404
صفحه 147-166

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