Examining Consumer Buying Behavior and Attitudes with Respect to Advertising and Social Networks
Keywords:
E-business, e-marketing, internet, online advertising, consumer behaviorAbstract
The information revolution and the emergence of cyberspace have transformed the marketing landscape and the roles of traditional stakeholders, creating new opportunities for business owners. Easy access to information, the ability to quickly compare products, and many other features of the internet have significantly enhanced consumer power. Companies must better understand consumer buying behavior and attempt to incorporate these insights into their marketing strategies in order to remain competitive. This study evaluates the impact of various advertising methods and online social networks on the purchasing behavior of Iranian consumers. The research adopts a quantitative methodology. Initially, using Chaffey's model, the conceptual framework of the study was developed, and a questionnaire consisting of 37 items was designed, with each item assessing the influence of one advertising method on a specific stage of the purchasing process. Data analysis was conducted using SPSS software, applying the non-parametric binomial test and Friedman test. The study spanned one year and was completed in June 2023. The results indicated that only websites and search engines affect the stages of the purchasing process, whereas other forms of advertising do not have a significant impact.
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Copyright (c) 2024 Hamidreza Soleymani (Corresponding author); Saeid Farjam, Neda Ahmadi Goltepe, Masoume Afkari Samareen, Ali GolAmini, Hassan Ansari, Ghafar Kayani, Saeed Yousefzadeh (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
